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