Cello Marky seeks to transform the ordinary
The stationary brand Bic has launched a digital campaign for its new category of pens in India, Cello Marky. The humorous three-film campaign has been conceptualized by Scarecrow Communications.
The first film features a boy gifting a pair of shoes to his girlfriend who starts gushing about the gift. When the boyfriend leaves, her true colours come out! She looks at the grey shoes with disdain and exclaims – So boring! Suddenly, a Cello Marky appears in the frame with the brand message – Why Jhelo when you can badlo! (Why tolerate things when you can change them?) The girl grabs the Marky and points the grey shoes in bright funky colours, completely transforming them. The final VO says – It’s not a Marker. It’s a Marky.
The second film portrays a post-wedding anniversary party in a house. The father, mother and daughter are unpacking the gifts and each one of them, turns out to be an identical white cup! The family is obviously exasperated. That’s when the Cello Marky appears in the frame and lets each member transform the cup into something very creative and colourful.
Says Tanveer Khan, CMO BIC-Cello India, “The Permanent Marking segment in India has been restricted to office and industrial use, with standard ink colours. However, we have seen global markets in this segments undergo a massive change, where permanent markers are extensively used in home and in schools for various purposes, creative or practical. In India, Cello Marky intends to transform this segment and expand the usage pattern of a markers, utilising the advantage of permanent marking across surfaces. We want people to use Cello Marky and creatively express themselves beyond paper & cartons. Cello Marky provides 8 vibrant ink colours (first time in India) along with long lasting Japanese tips which will help consumers use this product for creatively marking on most surfaces.
The Idea is to “Transform boring objects” and the campaign execution idea is “Why Jhelo when you can badlo”. The campaign aims to showcase the usage of Cello Marky in day to day life by transforming mundane objects into desirable mediums of personal expression. It humorously showcases different situations where consumers are gifted or offered objects which they do not like in its current form."
Says Raghu Bhat, Founder Director, Scarecrow Communications, “The opportunity was to make Marky synonymous with a new product category. At a product level, the campaign had to differentiate Marky vis-à-vis a marker and educate consumers on various surfaces of usage. At an emotional level, we wanted to position Marky as an instrument of self-expression and a means to change the status quo. We chose an abrupt editing technique used by many Japanese films to intensify the drama.”
Says Mangesh Mulajkar, Senior Vice-President, Scarecrow Communications, “The potential of Cello Marky can only be realised if we are able to demonstrate the domestic usage of the product in the everyday lives of the consumer. Armed with a Marky and their imagination, they can transform regular, boring objects into vibrant beautiful pieces of art.”
The third film of the campaign is about to be released soon. The campaign will also run in cinema halls. On Facebook, the campaign is generating a lot of traction and business enquiries.
Agency: Scarecrow Communications
Client’s team: Tanveer Khan, Vikram Jain, Disha Pandya
Creative Team: Raghu Bhat, Manish Bhatt, Joybrato Dutta, Saikat Sengupta, Vaishakh Jhunjhunwala, Gaurav Vaswani
Account Management: Mangesh Mulajkar
Production house: Puppet Pictures
Director: Naren Multani
Producer: Hozefa Multani
Music composer: Bobo
The 2 films: