MAM

Faber-Castell sees 300% hike in downloads of painting patterns and drawing tutorials during the lockdown

Drawing and painting have proven to be comforting, especially in times of lockdown.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/11/dv.jpg?itok=Ezxhwqs4

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 reality,” many have increasingly turned to means of creative expression – as a self-prescribed and astonishingly effective therapy for stress, anxieties and loneliness. During lockdown periods, Faber-Castell registered an increase of 300% per colouring patterns and tutorial videos, with plans for an expanded range.

Cancelled pre-school education, enervating homeschooling, work from home, absence of friends and grandparents, growing fears about the future. And drawing and painting on paper can help in easing mental strains. Seeking contemplation to retreat from a seemingly hostile outside world is a human reflex that tends to intensify in times of uncertainty or even crisis. Creative expression has long been used as a therapeutic tool to alleviate stress and focus the mind. While never an adequate replacement for treating serious mental issues, drawing and painting are proving an effective therapy for calming, the stimulation of brain activity and relaxation.

The Swiss psychiatrist and Freud disciple Carl Gustav Jung (1875-1961) described the positive psychological effects of colouring figural Mandala images, for example. He described them as “holy geometric patterns,” a direct invitation to listen to the inner self and find harmony. These patterns, said Jung, would strengthen the spirit to foster personal growth has been frequently proven that interaction with artistic tools can help in better coping with traumas or difficult stages in life. According to the US magazine “Psychology Today”, the involvement with art can considerably relieve stress, improve symptoms of depression and anxiety and evoke more positive memories. Such artistic self-realization truly has healing powers.

Feelings and ideas can be expressed through pencil and brush, in shapes and colours, with each interpretation a completely singular one: Blue shades can mean open sky to some, the vast ocean to others, orange, red and yellow may represent the sun, a hearth or campfire. Others may prefer all hues of green, associating forests, summer meadows or a secluded garden. Such exercises are a means for reflection and mindfulness, no matter the individual artistic talent. They offer an opportunity for meditative relaxation and convey positive associations such as success and contentment.

Faber-Castell head of digital marketing -Oliver Hempel has monitored concrete download figures to outline the growing demand for creative activity: “During the lockdown phase of recent months, our drawing patterns and tutorials have been downloaded about three times as often as in the comparable period last year,” explains the manager. “Our online sales also went up significantly.”  

Faber-Castell, India marketing director -Sonali Shah notices a hike in the engagement rate by almost 30-40% on the tutorials uploaded by the brand during lockdown than pre-COVID times. At the same time, she also says we have seen substantial growth in Art and colouring products like paints, colour pencils and accessories like canvas and brushes.

In Brazil, they offered free online drawing lessons during quarantine times and successfully so: These courses were downloaded three million times, with the number of subscribers rising by 4,500%.

In response to the fast-growing demand worldwide and the emphatically positive feedback, the stationery giant plans offer new designs and instructions on a continuous basis.

Follow Tellychakkar for the consumer facing news & entertainment

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/fantasy_sports.jpg?itok=fSoWo8fb
Online fantasy sports platforms & their IPL romance

NEW DELHI: Ten years ago, if someone told you that you could create your own virtual sports team and win money, you would have laughed off the idea. However, a handful of techies believed in the possibility. They have not only turned it into a business but have developed an entire new category...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/bharatpe.jpg?itok=73dOVmOK
BharatPe ropes in 11 cricketers as brand ambassadors

NEW DELHI: As the country gets ready to kickstart the festive season through cricket, BharatPe, India’s leading merchant payment network, is all set to invigorate the market with its own team of 11 cricket superstars as it's brand ambassadors. The BharatPe XI team includes India’s top international...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/cri.jpg?itok=CHWmfg0L
Festival season will be the golden quarter for ecommerce players: Criteo Report

New Delhi: Criteo has released its Holiday Report 2020 highlighting key trends in the online e-commerce industry in the much-awaited festive season including Rakshabandhan, Big Billion days and Diwali. The report highlights the top trends observed for the highly thriving e-commerce market in India...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/cl.jpg?itok=iixls6x9
Pocket Aces unveils talent management division Clout

KOLKATA: Pocket Aces, India’s leading digital entertainment company, unveiled new branding for its talent management division, labeling it “Clout”.Clout, which means the ability to influence, will focus on exclusively representing the digital industry’s finest and most popular faces.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/sunil.jpg?itok=ZEB9WL1C
Indian Society of Advertisers elects Sunil Kataria as chairman for fifth term

The newly elected executive council of the Indian Society of Advertisers (ISA) met on September 21, 2020. Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products, was elected chairman of the ISA. Sunil has led the society over the past four years to newer heights drawing support from his...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/mix.jpg?itok=5akV4_Nu
Ashish Bhasin hands over charge of AAAI to Anupriya Acharya

Ashish Bhasin, president of Advertising Agencies Association of India( AAAI)  has handed over charge of  AAAI to Publicis Groupe’s CEO south Asia, Anupriya Acharya, who was elected as the president of Advertising Agencies Association of India (AAAI) for the year 2020-21 at its Annual General Body...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/sig.jpg?itok=9aZC58Je
Charanjeett Singh Arora quits Kinetic India

NEW DELHI: GroupM-owned outdoor agency, Kinetic India co-chief executive officer (CEO) Charanjeet Singh Arora has resigned from his position. He is currently serving his notice period and has confirmed the exit to Indiantelevision.com. He was responsible for driving team transformations spanning...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/pulsar.jpg?itok=Z0mjM6sG
Bajaj Pulsar redefines the rules of motorcycle riding in the new normal

NEW DELHI: Bajaj Pulsar has been a trailblazer in changing the face of the Indian motorcycle industry singlehandedly, with its unique communication and product line-up. And it is all set to blaze new trails in this new campaign that highlights the performance and technology of its range of...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/cardekho-rahul_dravid.jpg?itok=Ib-1Uw4o
CarDekho focuses on personal mobility in its new spot

NEW DELHI – CarDekho has launched its newest TV campaigns ‘The everyday hero’ championing the cause of personal mobility.

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required