The digital campaign conceptualised by Scarecrow Communications talks about how the new Cello Marky turns ordinary, boring things into something fun and colourful
The digital campaign conceptualised by Scarecrow Communications talks about how the new Cello Marky turns ordinary, boring things into something fun and colourful
BestMediaInfo Bureau | Mumbai | January 10, 2017
Click on the Image to watch the TVC.
Stationery brand Bic has launched a digital campaign for its new category of pens in India, Cello Marky. The humorous three-film campaign has been conceptualised by Scarecrow Communications.
The first film features a boy gifting a pair of shoes to his girlfriend who starts gushing about the gift. But when her boyfriend leaves, she lets her real feelings show. She looks at the grey shoes and calls them boring. Suddenly, a Cello Marky appears which she uses to make the boring shoes more colourful.
The second film portrays a post-wedding anniversary party in a house. The father, mother and daughter are unpacking the gifts and each one of them turns out to be an identical white cup. The family is obviously exasperated. That's when the Cello Marky appears in the frame and lets each member transform the cup into something very creative and colourful.
“The permanent marking segment in India has been restricted to office and industrial use, with standard ink colours. However, we have seen global markets in this segment undergo a massive change, where permanent markers are extensively used in home and in schools for various purposes, creative or practical. In India, Cello Marky intends to transform this segment and expand the usage pattern of markers, utilising the advantage of permanent marking across surfaces. We want people to use Cello Marky and creatively express themselves beyond paper and cartons. Cello Marky provides eight vibrant ink colours (first time in India) along with long-lasting Japanese tips that will help consumers use this product for creatively marking on most surfaces," said Tanveer Khan, CMO, Bic-Cello India.
"The idea is to 'transform boring objects' and the campaign execution idea is 'why jhelo when you can badlo'. The campaign aims to showcase the usage of Cello Marky in day-to-day life by transforming mundane objects into desirable mediums of personal expression. It humorously showcases different situations where consumers are gifted or offered objects which they do not like in its current form," he added.
Raghu Bhat
Commenting on the campaign, Raghu Bhat, Founder Director, Scarecrow Communications, said, “The opportunity was to make Marky synonymous with a new product category. At a product level, the campaign had to differentiate Marky vis-à-vis a marker and educate consumers on various surfaces of usage. At an emotional level, we wanted to position Marky as an instrument of self-expression and a means to change the status quo. We chose an abrupt editing technique used by many Japanese films to intensify the drama.”
Elaborating more on the use of everyday settings in the ad communication, Mangesh Mulajkar, Senior Vice-President, Scarecrow Communications, said, “The potential of Cello Marky can be realised if we are able to demonstrate the domestic usage of the product in the everyday lives of the consumer. Armed with a Marky and their imagination, they can transform regular, boring objects into vibrant beautiful pieces of art.”
The third film of the campaign is about to be released soon. The campaign will also run in cinema halls.
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