Stationery maker Kokuyo Camlin has launched a commercial to promote its ‘Pen pencil’. The film conceptualised by RK Swamy BBDO targets school children in the age group of eight to nine years, and seeks to establish the advantage of Camlin pen pencil over wooden pencils.
The film is set in a school classroom where the teacher asks the kids to hurry up and finish writing. One of the students writing with a wooden pencil asks for a minute. Making things worse, his pencil nib breaks and he has to sharpen it. His bench mate comes to the rescue - advising him to junk the wooden pencil and use the pen pencil instead. The smoothness and speed of writing while using the product is underlined through a gush of wind blowing through the writer’s hair, with the accompanying sound of a race car. The film ends with a ‘Let’s have fun’ message after the product is shown racing akin to a car.
Saumitra Prasad, chief marketing officer, Kokuyo Camlin, explained that the objective was to make school children switch from regular wooden pencils to the pen pencils, with the promise of a ‘smooth, non-stop and fun writing experience’.
Gautam Pandit, senior partner and senior creative director, RK Swamy BBDO, added, “We wanted to communicate the product benefits in a manner that mimics the interaction between eight and nine year-old kids (their lingo and a bit of one upmanship), in a manner that is fun and relatable to this TG.”
Client Kokuyo Camlin
Creative agency: RK Swamy BBDO
President (West) and ECD: Sangeetha N
COO, Mumbai: Shailen Sohoni
Senior partner and senior creative director: Gautam Pandit
Senior creative director: Varghese Chacko
Art directors: Sanjay Mirashi, Subhash Rao
Client servicing: Sujit Inamdar, Hemen Patel
Production house: QED Films
Directors (film): Chingum Chicklet (Ruchi, Mayur)