Campaign India Team
Jan 10, 2017

Cello introduces Marky as the change-maker, asks 'why tolerate'

Watch the ad films conceptualised by Scarecrow Communications here

Following a digital campaign for its Geltech range of pens, Cello has rolled out new work for its recently launched Marky range of markers. The campaign has been conceptualised by Scarecrow Communications and consists of three films. 
 
Two of these are currently live on social media.
 
One film opens with a couple and their daughter opening gifts post an anniversary party. The three of them look exasperated as they open the gifts, as they are all identical cups. The voiceover introduces Cello's Marky by saying 'Why Jhelo, when you can badlo' (Why tolerate, when you can make a change). Each of them use a different coloured Marky to decorate the cups with a different design to get rid of the monotony.

Another film shows a boy gifting his girlfriend a pair of shoes to celebrate their 'first week' anniversary. The girl looks excited with the gift and thanks her boyfriend for the same. But, as soon as the boy leaves she looks at the shoes and calls the colour 'boring'. The voiceover introduces Marky, with the same message as the first film. The girl uses the markers to transform the shoes and make them colourful. 
 
Tanveer Khan, CMO, BIC-Cello, India, said, “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 segments 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 a markers, utilising the advantage of permanent marking across surfaces. We want people to use Cello Marky and creatively express themselves beyond paper and cartons. 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."
 
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.”
 
Mangesh Mulajkar, SVP, Scarecrow Communications, added, “The potential of Cello Marky can only 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 films will also run in theatres. 
 
CREDITS:
 
Client: BIC-Cello
Client team: Tanveer Khan, Vikram Jain, Disha Pandya
Creative agency: Scarecrow Communications
Creative team: Raghu Bhat, Manish Bhatt, Joybrato Dutta, Saikat Sengupta, Vaishakh Jhunjhunwala, Gaurav Vaswani
Account management: Mangesh Mulajkar
Production house: Puppet Pictures
Director: Naren Multani
Producer: Hozefa Multani
Music composer: Bobo
Source:
Campaign India

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