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Tag: Saumitra Prasad

  • The artists and art students painted art and personalities on the theme of Pune's glorious and rich heritage

    Kokuyo Camlin transforms Pune station with help from artists

    By A Correspondent

     

    More than 200 artists and art students from across Pune were roped in by Kokuyo Camlin in an initiative with the Central Railway to paint certain designated sections at the Pune railway station. Keeping up with its legacy of popularising art among the masses, Kokuyo Camlin joined hands with Central Railway to beautify Pune Railway Station.

     

    The artists and art students painted art and personalities on the theme of Pune’s glorious and rich heritage. These works of art were created on March 11 and 12, 2017. Said Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin Ltd: “Kokuyo Camlin has always supported efforts to promote art and take it to the people.  So when Central Railway authorities came up with this idea of adding an aesthetic touch to Pune Railway Station, we thought this was a great opportunity to not only support this cause but also help in the design, development and implementation of this initiative. We are extremely thrilled with the results and our association with Central Railway.”

  • Apart from the sales and salience, BTL can have a direct measurement of the participation and engagement of the consumers, and the word-of-mouth it generates., says Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin Ltd

    BTL Baatein with Saumitra Prasad, Kokuyo Camlin Ltd… Powered by VISCOMM

    Kokuyo Camlin Limited (formerly known as Camlin Limited) has been in the business of  manufacturing and selling of art materials and stationery products under flagship brands ‘Camel’ and ‘Camlin’ for more than 80 years. The company offers a wide range of products such as Fine Art materials, scholastic Colours and stationery, hobby products, office products, writing and drawing instruments, adhesives and notebooks. In the year 2011, Kokuyo S&T ltd, a Japanese corporation engaged in the business of stationery, notebooks and school furniture acquired majority stake in the company. Here’s what Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin Ltd. says on below-the-line promotions in this edition of ‘BTL Baatein’.

     

    What according to you is the importance of BTL specifically for Kokuyo Camlin products in the world of advertising and promotions?  While you do advertise in mass and specialized media, how much of point-of-sale and other BTL promotional activity do you employ?

    Mass media is more cost effective and reaches to a larger audience as compared to BTL initiatives. However we have always supported our old iconic BTL initiatives with media to make them more effective and also ensuring that they reach more consumers. For examples the world’s largest art competition – Camel Art Contest – todays a digital media component for only promoting the event to more children even outside India, also ensuring that they can participate as well. This strategy has been applied to many BTL initiatives like Camlin World Art Day, Camel Art Foundation & Camlin Principal’s day etc

     

    Kokuyo Camlin products are a household name. Do you really need to look at doing promotions to boost sales and salience? Or is it essentially engagement with the children and other buyers?

    While it’s true that Kokuyo Camlin products have always maintained a strong connect with consumers for last many generations, it’s important to maintain that connect in the current times and not allow the competition to take it away from you.

     

    Is your TG better served by BTL or ATL?

    We use both BTL and ATL to reach our consumers, and if we have to pick one tool which gaining the maximum importance in recent times its social media

     

    What about outreach and promotions with the trade? How do you achieve that by way of promotions?

    We have also been looking at expanding our distribution so that we can reach small towns. The promotions here are targeted at increasing the passive distribution.

     

    And typically what is the break-up of spends at Kokuyo Camlin…  ATL v/s BTL?

    Our current ration of ATL : BTL is 80:20

     

    In terms of generating results esp. from consumers and in B2B, do you find BTL a more sure shot avenue than ATL?

    We believe that both ATL and BTL will be required to drive the consumer & B2B business, and ideally they both complement each other and have multiplier effect.

     

    While sales and salience are good indicators of its success, what are the attributes you/your clients look at to measure the success of a BTL campaign

    Apart from the sales and salience, BTL can have a direct measurement of the participation and engagement of the consumers, and the word of mouth it has generated.

     

    There are many organisations – especially in your space – who often do new launches almost entirely on BTL aided with or without an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    In our category where Kokuyo Camlin has the widest range of presence and have a very high number of NPDs getting launched every month, it’s not possible to support it with media, hence good BTL supported launch is general practice for most of them. However,now social media has made it possible to amplify the launch support.

     

  • The TVC is a high energy rendering of crazy fun things one can do using the new Tora Pens from Camlin

    ‘What’s your Torapanti’, asks Camlin in latest campaign

    By A Correspondent

     

    To announce the launch of its new pen variety, Camlin has unveiled a campaign that details the features of the new product – Tora. Considering the changing mind-set of youngsters, who generally use blue or black pens and are looking for a way to express themselves, Tora is available in a variety of colours that allows fun seeking youngsters to express creativity, and add fun to life. The objective of the commercial is to bring home these benefits.

     

    The TVC is a high energy rendering of crazy fun things one can do using the new Tora Pens from Camlin. The film shows the pen being used in different situations and on different surfaces where we see fun loving youth expressing themselves while capturing their emotions through its lyrics and imagery.

     

    Gautam Pandit, Sr. Partner & Executive Creative Director, RK Swamy BBDO said, “Youngsters have always believed in seeking fun and defying norms. As far as writing and drawing goes, Tora pens with their vibrant range of colours, resonate with their personality and identifies with their affinity for colour – be it in their choice of clothes, hair colour, accessories, shoes and so on. ‘Torapanti’ is a personifies this spirit as a coinage that brings together the brand name ‘Tora’ and ‘Panti’, which is the urge to do crazy fun things. The baseline ‘What’s your Torapanti?’further appeals to the youth to come forward and show their true fun colours.”

     

    Saumitra Prasad, CMO-Kokuyo Camlin said: “With the launch of Camlin Tora, we are looking at revolutionizing the pen market. This product is a result of extensive market research and Japanese engineering, and it enables the consumer to express with creativity. Our new TV campaign on Tora takes the consumer into the colourful and expressive world of Camlin Tora. I am sure that once our consumers use Camlin Tora pen, they would not like to use any other pen.”

     

  • The new TVC has been developed to communicate the product concept of Camel Oil Pastel

    RK Swamy unveils new campaign for Camlin

    By A Correspondent

     

    RK Swamy BBDO has unveiled its new TVC for Camlin. Camlin is the leader in colouring products and one such product is the Camel Oil Pastel. This can be used in the same way as crayons but offer a unique product benefit not available with crayons –the ability to mix two colours to get a completely new colour and shades that enables more lifelike drawing. The objective of the commercial is to bring home these benefits.

     

    The TVC shows a group of students in an art class who are amazed to discover that the painting made by one of their classmates is rich and very life like. On enquiring how this was done, their classmate makes use of this opportunity to get them do his project as the price for the answer. Once the deal is struck, he reveals that he has the ‘Mixing ka Magic’ using Camel Oil Pastels that offer the advantage of mixing two colours and creating a third one to make lifelike paintings. In the end, we see that the kids have using the oil pastel to create a drawing, which looked so real that it almost jumps off the page, startling the teacher who had come down to check on the commotion.

     

    Gautam Pandit, Sr. Partner & Executive Creative Director said, “With Camel Oil Pastels, the challenge was to create a compelling film based on very strong differentiator – that of the ability to a create a new colour with two or more different coloured oil pastels thereby making drawings more  lifelike. To communicate this effectively to kids, we coined the phrase ‘mixing ka magic’ and wove it into an engaging storyline which stayed true to the insight that children are overjoyed with the ability to create new things.”

     

    Saumitra Prasad, CMO-Kokuyo Camlin said, “The new TVC  has been developed to communicate the product concept of Camel Oil Pastel that this is a superior crayon which gives children the power to create new Colours by intermixing Colours, and hence create rich and true to life painting. This communication is in synergy with the brand positioning of making learning fun for children.”

     

     

    RK Swamy BBDO

  • The TVC features many fun-filled situations using different kinds of crayons offered by Camel

    ‘Camel crayons se hoga fun’, says new campaign by RK Swamy BBDO

    By A Correspondent

     

    RK Swamy BBDO has unveiled a new campaign for Camlin Crayons. A rap based jingle supports the TVC story which showcases the many dimensions of art and craft made possible by varieties of Camel Crayons on offer. The TVC features many fun-filled situations using different kinds of crayons offered by Camel – Wax, Oil & Plastic. The ambience is real and natural, habituated by kids expressing themselves and giving wings to their imagination with Camel Crayons. The TVC captures a range of emotions that when put together translate to ‘fun and enjoyment’.

     

    Saumitra Prasad, Chief Marketing Officer (Kokuyo Camlin) said, “Being the pioneer and market leaders of crayons we are aiming at increasing the consumption of crayons amongst children. With the help of this TVC, Kokuyo Camlin maintains it core promise of bringing fun and enjoyment in the growing years of children. Kokuyo Camlin offers the widest range of crayons which has become a part of everyday life of children at school, home and everywhere and this is what the TVC seeks to communicate. It has complimented the brand philosophy of ‘Fun and Enjoyment’ as vividly as possible, as being portrayed in the advertisement.”

     

    Gautam Pandit Sr. Partner & Sr. Creative Director, R K SWAMY BBDO said, “We had this key insight that crayons are often the first means of expression for children, sometimes even before they learn to speak. When they use colours, children express better and imagine much more which is what we are trying to show with this campaign with the promise of ‘Camel crayons se hoga fun’.”