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Cello Geltech highlights non-stop writing

The two-film campaign, conceptualised by Scarecrow Communications, uses humour to put its point across

BestMediaInfo Bureau | Mumbai | December 21, 2016

Cello-Geltech Click on the Image to watch the TVC.

The stationary brand Bic has launched a digital campaign for one of its flagship brands in India, Cello Geltech. The humorous two-film campaign has been conceptualised by Scarecrow Communications.

The first film features a karate champion who is going through the motions before he is about to kick a brick. Then, surprisingly, he comes ahead and starts licking the brick. The film cuts to a surprised expression of a teacher who is reading from an answer sheet. The camera turns to the exam paper where due to a faulty pen, a child has written ‘licked’ instead of ‘kicked’. The second film features a camper making his way across a jungle. Suddenly he comes across a path full of wigs. The film then cuts to another teacher who is also reading from an answer sheet where the student has supposedly written “The forest path was full of wigs.” The camera turns to another student who has had the same stroke of bad luck as the student in the previous video and who due to a faulty pen, has written ‘wigs’ instead of ‘twigs’. Both the films end with the message ‘Word badlega to Kahani badlegi’, emphasising the need for pens that don’t falter.

“Cello Geltech is launched in the Rs 10 gel pens price segment and is aimed at students in the age of 10-18 years. The product benefit of ‘No Skip…No Stop’ is aimed to perform during the students’ crucial moments of truth like exams or projects. The communication in this segment has been fairly basic focussing on merely product features, celebrity endorsements without differentiated benefits and generic quality claims. Through the Geltech campaign, we aim to deliver the message of dependable skip free writing using the medium of humour to break the clutter. The campaign shows situations when one word can change the whole story, and thereby change the nature of how you perform during exams,” said Rishabh Marathe, Group Product Manager, Bic.

Raghu Bhat Raghu Bhat

Commenting on the campaign, Raghu Bhat, Founder Director, Scarecrow Communications, said, “In a low loyalty category like ball pens, communication has multiple roles. Apart from conveying the proposition, it needs to build an affinity with the audience and lower the cost of media by creating conversations. Hence, these ads have an enduring brand idea and an unforgettable visual twist.”

Iraj Fraz Iraj Fraz

“When we started working on ball pen insights, we learnt the biggest issue is -- due to irregular ink flow, sometimes, a part of the word gets left out. We used this category truth to tell some hilarious yet totally possible stories,” said Iraj Fraz, Executive Creative Director, Scarecrow Delhi.

Mangesh Mulajkar Mangesh Mulajkar

Speaking on the challenges they faced when making the campaign, Mangesh Mulajkar, Senior Vice-President, Scarecrow Communications, said, “The challenge was to build preference for Cello Geltech in the Rs 10 segment, where the consumer does not display any loyalty. And the task was even more difficult when most of the pens promise smooth writing in some form or other. Hence the current campaign attempts to translate the proposition of 'na ataknewala, na jhataknewala' pen that improves performance during exams' in an interesting and quirky manner.”

The TVCs:




Client: Cello Bic

Agency: Scarecrow Communications

Client’s team: Tanveer Khan, Rishabh Marathe, Disha Pandya

Creative Team: Raghu Bhat, Iraj Fraz Batla, Aurdhendhu Banerji

Account Management: Mangesh Mulajkar

Production house: Puppet Pictures

Director: Naren Multani

Producer: Hozefa Multani

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