MAM

Faber-Castell art business grows by 300% y-o-y during Covid2019

The company will refocus its attention on eco-friendly and make in India products

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/07/30/Sonali%20Shah.jpg?itok=VRcQt06G

NEW DELHI: Faber-Castell is a name most children grow up with. As one of the leading manufacturers of wood-cased pencils with a varied range of products for writing, drawing, and creative design, as well as decorative cosmetics, it also found Covid2019 challenges and is now changing its strategy.

Faber-Castell marketing director Sonali Shah says, “When the country was in complete lockdown, schools were shut, stores were shut, we were completely shut. But we saw a lot of latent demand coming from e-commerce. And when stores started opening, we saw that a lot of people started putting their attention towards DIY (do it yourself) products and art which helped us gain demand for our products.”

Self isolation, work from home and study from home options led to a growth in demand for art and other stationery supplies. Faber-Castell tied up with Swiggy Genie to make stationery available at the doorstep for its consumers. 

“Demand for products including highlighters, text liners, which are generally used for office purposes, now because of digitisation, people actually want to do hands-on things. Our art business has grown by 300 per cent over last year and we have recently launched our liquid paint. Art is divided into dry medium and liquid medium. Dry medium products include crayons and coloured pencils and liquid medium is acrylic paints, fabric paints, poster colours and watercolour. Our liquid paint business has grown by 84 per cent,” she shares.

Faber-Castell had restrained from any overt advertising during the pandemic. “I thought it's quite insensitive for us to do it. But what we continue doing is putting up tutorials on different techniques that people can use to do art and crafts and DIY techniques and how they can spend their time at home. So, that was something that we had done during the lockdown. Now that things are opening up, we will probably look at launching eco-friendly products, make in India products because that’s the need of the hour. So, we are launching our paper pencil and eco pencil. For now, we have taken a conscious call to not do any overt advertising as such, but we will try and put as much content out there to help people get through this tough time,” she shares.

With the thrust being given to Make in India products and eco-friendly items, Faber-Castell will refocus its attention and fast-track its product developments to meet the demand.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/12/info.jpg?itok=aN48RP7h
74% of respondents will continue to make purchases via contactless mode: MasterCard report

NEW DELHI: As communities begin to slowly reopen, business owners and the consumers they serve are entering unknown territory, navigating the new normal, living with precautions. During these times, contactless and other forms of digital payments have emerged as the healthiest way of making...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/12/happy.jpg?itok=MgBSg26k
Brands join moment marketing with Janmashtami creatives

NEW DELHI: Festivals hold an importance for all. Last week, brands portrayed campaigns on the theme of Raksha Bandhan and this week they are celebrating lord Krishna’s birthday aka Janmashtami.

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/12/lo.jpg?itok=IzbnFGb-
Indigo Consulting Wins L'oreal Paris digital mandate

NEW DELHI: L’Oreal Paris, awards Indigo Consulting, Publicis Groupe’s digital marketing and business transformation company, with its complete digital marketing mandate. The account was won following a multi-agency pitch. As a part of the mandate, Indigo Consulting will drive key agendas for the...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/12/mee.jpg?itok=NLhOPQSc
Mee Mee celebrates World Breastfeeding Week 2020

Mee Mee, a baby care brand under the group of Me N Moms retail stores, is driving the communication through their campaign. This year, their central campaign, #FromOneMotherToAnother, brings to the forefront emotional and thought-provoking insights to draw the audience’s attention and create...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/12/vivek-vishal.jpg?itok=tOxjd_D3
DDB Mudra Group wins IMC mandate for MMTC-PAMP

NEW DELHI: DDB Mudra Group has won the integrated marketing & communications mandate for MMTC-PAMP, India’s top refiner of gold, and other precious metals. As part of the mandate, digital, creative & brand strategy will be handled by 22feet Tribal Worldwide, while media planning for the...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/11/amazon.jpg?itok=bzRLEb7I
Amazon Sellers India tells ‘Itna aasan Hai’ with latest campaign

NEW DELHI: Amazon India launches its seller driven campaign ‘Itna Aasan hai’. This three-ad campaign is conceptualised with the intent to communicate to existing and prospective sellers who are not on the platform, how easy and simple it is to sell on Amazon.  Conceptualised by  Ogilvy, the ‘Itna...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/11/mad.jpg?itok=k_2vsMfI
Madarth announces 5 new client wins amidst the COVID lockdown

Madarth, a fast emerging branding, advertising, design, and digital boutique agency based out of Chennai, has onboarded five new clients from diverse sectors, ranging from F&B to digital payments to health and wellness. Sree Annapoorna Foods, PhonePe, Puli-mark-Shikakai, Musli Power, and...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/11/dv.jpg?itok=rvuufTlx
Faber-Castell sees 300% hike in downloads of painting patterns and drawing tutorials during the lockdown

NEW DELHI: The Coronavirus pandemic with all of its challenges has changed societal structures around the world. Fears and concerns about personal and familial health, as well as the long-term economic outlook, are a massive mental burden on millions of people. Since the beginning of this “new...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/11/hst.jpg?itok=_Jx_ZOaf
eBikeGO ropes in cricketer Harbhajan Singh as its brand ambassador

NEW DELHI: AI and IoT powered electric mobility start-up eBikeGO has roped in Indian cricketer Harbhajan Singh as its brand ambassador. With this association and the recently announced government’s new EV policy, the company is aiming to build mass appeal, positive voice and widespread adoption for...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required