Camlin OOH campaign takes the ‘permanency’ peg

A mark etched permanently, that’s the idea behind Camlin’s latest OOH campaign for its permanent marker. The clutter breaking OOH campaign, which broke on June 28, 2009, can be seen across metros like Mumbai, Bangalore, Kolkata, Delhi and Pune.

by Pallavi Goorha Kashyup
Published - Jul 4, 2009 9:08 AM Updated: Jul 4, 2009 9:08 AM
Camlin OOH campaign takes the ‘permanency’ peg

A mark etched permanently, that’s the idea behind Camlin’s latest OOH campaign for its permanent marker. The clutter breaking OOH campaign can be seen across metros like Mumbai, Bangalore, Kolkata, Delhi and Pune, where it broke on June 28, 2009. The outdoor ads broke in other cities on July 2.

The actual creative on the outdoor has a mock-up of men trying to clean a line that is permanent. A motor mechanism has been fitted on the hoarding, which makes the hands of the men move.

Arun Iyer, Group Creative Director, Lowe Lintas, explained, “The brief given by Camlin was to communicate the permanency of Camlin Permanent Marker in the simplest and most clutter-breaking manner possible. It also had to be done in quick time across cities. Mumbai, Bangalore, Kolkata, Delhi and Pune were chosen as the campaign destinations. These are a mix of high-selling and potential markets for the brand.”

Iyer added, “Initially, we thought if we should have one innovation in Mumbai and hoardings in other cities. But we decided to use mobile hoardings that could be deployed across strategic and high-traffic catchment points. This would help communicate the message quickly, and there’s no point in doing it for more than a week. Hence, we decided to take the mobile van with the innovation and move it from one high traffic area to another every five days. We’re using two such mobile hoardings in Mumbai and one each in the other cities.”

He further explained, “Apart from the above mentioned outdoor initiative, to build the message further, we have taken the message to the Internet as well. Here, too, the message is linked with the content of the site and the mindset of the visitor to the site. We are airing the TVC made for Camlin Permanent Marker, which uses the permanency of marriage and relationship between husband and wife to communicate the message. The ad is being aired in marriage portals. Apart from this, there are web banners on these sites with a message of finding a permanent partner in these sites.”

“Creative solution recommended innovative outdoor at vantage points across these cities. The reason for doing this is that it will help us communicate the message quickly across the cities targeted. Also, all the targeted cities are high on traffic congestion and hence, the outdoor becomes a good medium that too with innovation becomes a good way to communicate and build the message quickly,” Iyer added.

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