Campaign India Team
Dec 19, 2016

Cello Geltech shows twist one letter can make to the story, promises uninterrupted flow

Watch the ad films conceptualised by Scarecrow Communications

Cello has rolled out a digital campaign consisting of two films for its brand of Geltech pens. The films have been conceptualised by Scarecrow Communications.
One film opens at the final round of a karate competition. As the competitor is getting ready, the story is being narrated by a lady. The 'karate guy' comes forward, and then surprisingly starts licking the brick. The scene shifts from the karate scenario to a teacher reading a child's test answer paper. Due to a faulty pen, 'kicked' looks like 'licked'. The voice over says 'Word badlega to kahani badlegi' (If the word changes, so will the story). A voice over introduces Cello's Geltech offering as the 'Does not skip, does not stop' pen. 
The second film follows a similar path. Here, the word 'twig' is read as 'wig', as a camper in a forest comes across the latter. 
Rishabh Marathe, group product manager, Bic, said, “Cello Geltech is launched in the Rs. 10 gel pens price segment is and aimed at students in the age of 10 to 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.”
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, ECD, Scarecrow Delhi, added, “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.”
Mangesh Mulajkar, SVP, 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.”
Client: Cello Bic 
Client: Tanveer Khan, Rishabh Marathe, Disha Pandya
Agency: Scarecrow Communications
Creative: Raghu Bhat, Iraj Fraz Batla, Aurdhendhu Banerji
Account management: Mangesh Mulajkar
Production house: Puppet Pictures
Director (film): Naren Multani
Producer: Hozefa Multani


Campaign India

Related Articles

Just Published

1 day ago

Republic Media Network elevates Mohit Dhamne and S ...

Mohit Dhamne has been named as the chief financial officer and S Sundaram has been elevated to director of strategy for the network

1 day ago

Want to demonstrate the value of our audience to ...

As Spotify Audience Network launches in India, Kristiana Carlet, Brad Grealy and Arjun Kolady, shed light on how the audio-first marketplace intends to bridge the gap between audiences, creators, and advertisers

1 day ago

Havas acquires majority stake in Singapore-based ...

The agency will become H/Advisors Klareco upon closing, and will be the launchpad for the long-term APAC expansion of Havas' strategic communications advisory arm, H/Advisors

1 day ago

X-rated Musk burns bridges with concerned advertiser...

Ad chief Linda Yaccarino attempts to clean up after public tirade