MAM

Camlin investing in product development, not TV ads

Social media is at the centre of the brand’s current marketing strategies

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/20/saumitra.jpg?itok=gcEG2Ptq

MUMBAI: Be it the hilarious ad of its permanent markers that showed a dead man resuscitating back to life because of its indelible power or an emotional and sensitive ad of a little school kid sharing his colour set and sketchbook with a poor boy, Camlin India had once been in the race of most iconic ad maker brands. But for quite some years, the story of the brand’s marketing tactics has seen a massive shift. There are no more such stories that stay with the viewer and a growing focus on digital is in the loop.

Indiantelevision.com recently interacted with Kokuyo Camlin CMO Saumitra Prasad to know more about this shift in the approach. He shared, “Camlin has been investing in developing superior products far more than investing in TV campaigns and that differentiates it from other players.”

On being quizzed what is his strategy to make the brand visibility grow without focusing much on the TV ads, Prasad noted, “We have tried to create strong communication for markers and mechanical pencils in the past which has served its objective. Currently, social media has become our main source of communication. Our Facebook page has more than 8 lakh fans.  We have even created applications to promote products and the brand’s promise of making learning fun. Also, Camlin is an active partner of Kidzania in both Mumbai and Delhi to organise a brand experience to its consumers and it has given us great visibility.”

He added, “Camlin being the oldest brand in stationery has a legacy and thus it’s both a privilege and a challenge to manage the brand in its transition of contemporising it without losing its old qualities. While past generations have grown using only Camlin and would always prefer us, today’s children have too many choices and they will not accept our brand just because it’s their parent’s favourite brand. And today’s children are not only very discerning but also strongly influencing the decisions of purchase so they need to be on the side of the brand. Camlin is now a part of the global Japanese company Kokuyo which makes it rich with systems and processes.”

The brand is extensively focusing on making its products more contemporary and visually appealing by placing a lot of effort on branding and packaging. But only this might not be enough for the brand to top the charts in the stationery market, which Prasad predicts is expected to grow at 9-10 per cent in the coming years.

He shared, “Camlin has a very high-aided awareness but we will have to accept that when it comes to the top of mind awareness there are many brands which are taking away that share. There are categories in which we have a dominant share like crayons, water colours, poster colours, geometry box, mechanical pencils, markers but at the same time there are categories where we are not the lead brand, like pens and notebooks.”

The focus is now on the notebook category by developing great products and supporting it with communication and activation support to increase trials and market share.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/bhuvan.jpg?itok=NOo0oEzS
Lenskart.com rolls out new TVC with Digital superstar Bhuvan Bam

MUMBAI: Lenskart.com, the largest eyewear company in India, unveils its first TVC with digital superstar and brand ambassador Bhuvan Bam to launch its one-of-a-kind range - AIR. The latest offering from Lenskart.com’s portfolio, the AIR range showcases an eclectic, modern and halke phulke rendition...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/gattu.jpg?itok=vKM86MTE
“Gattu Adventure to the World - 3DSeries by One Take Media Co.

MUMBAI: One Take Media Co.(OTMC) has acquired rights for the Global hit 3D animated  series “Gattu Adventure to the World “ for SAARC countries. There are 26 episodes of 13 minutes each available in English ,Hindi and other languages.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/dosc_0.jpg?itok=ARkh8J58
DocsApp & Bombay Shaving Company celebrate ‘International Men’s Day’ with a stirring campaign

MUMBAI: The International Men’s Day graces our calendar each year. To give voice to this rather unsung event and throw light on the societal pressures faced by men, DocsApp has unveiled its initiative #TrimTheThickSkin. To strike a chord with the audience on this matter, the online doctor...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/ormax.jpg?itok=sSD6xFEY
Ormax’s Top 5 Most Popular Characters Features Meher from Chhoti Sarrdaarni

MUMBAI: Colors’ new show, ChhotiSarrdaarni, launched on July 1, 2019, has been performing very well for the channel. The show became the top show on the channel within weeks of its launch, and its lead protagonist Meher, played by Nimrit Kaur Ahluwalia, has been rising up the audience popularity...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/gillete.jpg?itok=LNc-l_T_
Gillette celebrates International Men's Day with a new campaign #ManEnough

MUMBAI: For over a hundred years, Gillette has aimed to make men look, feel & Be their best. In this journey, the brand has continually challenged stereotypes about men, most recently with #BarbershopGirls campaign. In its latest campaign on #ShavingStereotypes, Gillette asks the question – Why...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/mavrick.jpg?itok=HgJXjOue
Advertising Maverick, mr. Niteen Bhagwat conducted an engrossing masterclass for the students of school of media & communication at whistling woods international

MUMBAI: Whistling Woods International's (WWI) School of Media and Communication (SMC) hosted an interactive session for its students with Mr. Niteen Bhagwat, Vice Chairman, FCB Interface, Mumbai. During the session, Mr. Niteen Bhagwat shared insights on social media platforms and how to optimise...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/airbnb.jpg?itok=FIQyGivl
Airbnb in collaboration with the City Place of Jaipur unveils latest Campaign film

MUMBAI: The 300 year old City Palace of Jaipur, home to Jaipur’s Royal Family, has played host to numerous guests over the centuries. From November 23, 2019, the Gudliya Suite at the City Palace will become accessible to outside guests, and will be able to be booked for the first time ever on...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/mma.jpg?itok=MVIlS99p
India leads Mobile Ad Fraud across Asia with 62%: MMA's Ad Fraud Benchmark Report

MUMBAI: Mobile Marketing Association, a global non-profit organization, today released an Ad Fraud Benchmark Report on the state of mobile ad fraud in India. The report revealed interesting facts about the level of fraud, and its awareness in the country and aims to help marketers benchmark their...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/roy.jpg?itok=mWyVt_Wm
Ogilvy names Shouvik Roy as new head of Ogilvy Delhi

MUMBAI: Ogilvy has announced the appointment of Shouvik Roy as president & head of office, Ogilvy Delhi. Having over two decades of experience in brand consulting, design, marketing and advertising, Roy will join Ogilvy Delhi on 5 December 2019 and will report to Ogilvy India CEO Kunal Jeswani.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories