MAM

Faber Castell's 'Change the Canvas' gets 200% more responses than last year

Marketing director Nisha Sara Jose on why traditional art continues to grow in digital era

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/18/nisha.jpg?itok=S2YJdXCK

MUMBAI: While the digital era has disrupted many traditional businesses, stationery, and art & craft facilities are going to grow, Faber Castell India marketing India director Nisha Sara Jose told Indiantelevision.com about the second successful season of its online ‘Change the Canvas’ activity.

“Our products will continue to grow because there has been a discovery for analogue writing. It is a counter-trend, which is becoming very important and popular within the younger audience. They are going back to activities like writing and drawing to balance their (digital-dominated) lives. Also, Faber Castell as a brand is all about creativity, thoughts, and passion. So, we already are positioned on the top to tackle the digital era,” Jose quipped

Jose shared that the online creative competition, which encouraged the people to ‘change’ their choice of canvas and instead pick any ordinary object, scene, place, or setting, and look at it from a different perspective, received an impressive response of 200 per cent more from the past year.

“We received more than 750-800 entries for the campaign digitally this year as compared to 400 entries, which are almost 200 per cent of what we received last year. Our digital presence for the campaign has multiplied exponentially with more than 10 million impressions as compared to 4 million last year,” said Jose.

Faber Castell is willing to double its business in India this year, and such response for the campaign indicates that they might be able to achieve the goal. The brand is also working on a multi-pronged strategy to further develop their business, mixing effective marketing and communication with product development.

Jose revealed that, for the Indian market, a lot of innovation is going on in the acrylic and watercolour segments, developing a range of options for hobby artists.

The marketing activities, like always, are focussed on the experiential side. Activities like ‘Art With Purpose’ will continue to connect with students across schools and universities. Apart from that a lot of digital activities are expected from the brand, which now has a strong community of mothers and artists online. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/shams.jpg?itok=ry8rgVg_
Isobar India to nurture future strategists with 'KickStrat'

MUMBAI: Isobar India, the digital agency from the house of Dentsu Aegis Network (DAN), has announced the launch of ‘KickStrat’, an internship opportunity to foster future strategists.KickStrat is the most comprehensive and exclusive 24-week training programme that allows young and budding talents...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/gulf.jpg?itok=YAMZMdIh
Gulf Oil, MS Dhoni release animated campaign on living positively in the ‘new normal’

MUMBAI: Gulf Oil Lubricants India Ltd has launched an animated video campaign featuring its brand ambassador MS Dhoni with the message #NewWayForward, emphasising the significance of having a positive outlook when we are all set to return to our daily routine post-lockdown.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/egon.jpg?itok=J3NjQ2Yb
Aegon Life Insurance pledges ‘no violence’ against doctors through #savethesaviour initiative

MUMBAI: Aegon Life Insurance has launched a unique digital campaign, #Savethesaviour, to show gratitude towards the doctors and thank them for their hard work and dedication, during these times of crisis. Doctors give more than 100 per cent of their effort to the society, leaving behind their...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/safe.jpg?itok=Kn1AirR5
Wipro Consumer Care and Lighting introduces Wipro Safewash Anti-Germ Liquid Detergent

Wipro Consumer Care and Lighting today announced the launch of Wipro Safewash Anti-Germ Liquid Detergent with 99% germ protection formula. Safewash Anti-Germ is a pioneering solution for germ protection for fabrics, ensuring that clothes are not only fresh and clean but also germ-free.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/dhara.jpg?itok=frxv8jcN
Dhara rekindles "Dhara Dhara Shuddh Dhara" tune

MUMBAI: Imprinted in our memories from the time the ad used to play on Doordarshan, the jingle and the jalebi kid is still alive in our hearts and mind even after two decades. Back in the early 90's, this tune had kick-started the ‘Anokhi Shuruat’ of a dynamic journey for the leading edible oil...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/music.jpg?itok=qtpv7WtS
IPRS to host a webinar on ‘Getting organized during Adversities’ in association with Music Plus

In the wake of current pandemic, many sectors and industries been adversely impacted resulting in widespread uncertainties. There are growing concerns over livelihood and people are looking for direction and support to survive the economic downturn.  The importance of being represented as a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/gozoop.jpg?itok=LujdvIij
GOZOOP wins SterloMax account

MUMBAI: Digital-first integrated marketing company Gozoop has won the integrated marketing mandate for SterloMax, following a multi-agency pitch. SterloMax, a WHO-recommended hand-rub disinfectant and sanitizer, is the worldwide gold standard for hygienic hand disinfection. The SterloMax brand of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/sudgir.jpg?itok=e53SnQ_s
Corning Appoints Sudhir Pillai as India MD

MUMBAI: Corning Incorporated has announced that Sudhir Pillai has been appointed to the role of managing director for Corning India. Pillai, who most recently served as commercial director, Corning Life Sciences, will be based in Gurugram, Haryana and will spearhead the company’s growth and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/Untitled-1.jpg?itok=md26Vdp0
Thailand Prime Minister leads National Committee to promote 5G development

A 26-member National 5G Committee has been formed with Thailand Prime Minister Prayut Chan-o-cha as chairman to coordinate the 5G development and boost the digital economy in the country. The committee is also tasked with mitigating obstacles regarding the recall of unused spectrum, from state...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required