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/2019/09/21/Colgate-new.jpg?itok=uwdwyc6b
Colgate Dental Cream rises as top brand in BARC week 37 rankings

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 07 September 2019 and 13 September 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/skin.jpg?itok=4s9Mm1Rf
RSH Global’s brand Joy introduces its new advanced skincare product range ‘Revivify’ to address advanced skin care concerns

MUMBAI: Kolkata-based FMCG giant, RSH Global’s ‘Joy’ announced its latest offering in the skincare product range category, ‘Revivify’. With the new range, RSH Global is addressing the need for brightening and aging issues suitable for its customers across India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/platinum.jpg?itok=dhhD3sLu
PGI India launches “Men of Platinum” marking the emergence of a new breed of men – Men of Character

MUMBAI: The need for a new definition of masculinity has never been felt more before. In the wake of various narratives through time ranging from archetypes of the alpha male, the provider, the strong & silent one, the ideal husband, the ideal son  to the more recent narratives of the smooth...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/dentsu.jpg?itok=dvhd99en
Dentsu Impact wins creative mandate for V-Mart Fashion

MUMBAI: V-Mart, one of the biggest retail chains of India, has brought on board Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, as its planning and creative agency partner for V-Mart Fashion. With this announcement, V-Mart is poised to enhance its marketing strategy in...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/hritik.jpg?itok=hn7pd9me
Superstar, Hrithik Roshan becomes the ultimate photobomber

MUMBAI: The backbone of the Indian Film Industry is its large, loyal and extremely loving fanbase. The success behind any film, actor or director is credited to the audience that has made them the superstars they are today and has made the Indian film industry one of the biggest and most powerful...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/sohalikhan.jpg?itok=SfcdI2YP
Soha Ali Khan joins ‘House of Pataudi’, as brand ambassador; Stars in new campaign for Durga Puja with brother Saif

MUMBAI: ‘House of Pataudi’, the ethnic wear brand, co-owned by Myntra, Saif Ali Khan and Exceed Entertainment, announces Bollywood actor Soha Ali Khan, as its brand ambassador. Soha will helm all major campaigns across media platforms and is slated to appear in her first campaign for the brand, set...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/amul.jpg?itok=nm7nmNeX
Lodestar UM facilitates unique association between Amul & Cricket South Africa with high visibility during matches

MUMBAI: Lodestar UM (An IPG Mediabrands Company) one of the leading media agencies in India, has brought together India's largest dairy brand, Amul and Cricket South Africa in a unique and innovative partnership. The agency has facilitated a two-pronged media deal for Amul for the on-going Proteas...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/puja.jpg?itok=vMLVHE1n
Pantaloons celebrates Pujo rockstars with new campaign

MUMBAI: Pantaloons, India's leading fast fashion brand from Aditya Birla Fashion and Retail Ltd commemorated the homecoming of Goddess Durga by unveiling its new campaign ‘Hello Pujo Rockstars’. This thematic campaign shows Pantaloons as a progressive brand that walks hand in hand with the go-...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/ganaguly.jpg?itok=6WlA_yHC
Kansai Nerolac announces Shera Para Shera Pujo 2019

MUMBAI: Kansai Nerolac Paints Ltd (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’, announced the fifth edition of its most awaited Pujo activity, Nerolac ‘Shera Para Shera Pujo’ with renowned cricketer Sourav Ganguly. This year, as a first, ‘Shera Para...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories