Housekeeping boys hired to clean hoardings in the city? Not really. The new Camlin permanent markers mobile van hoarding advertisement, which sports three motorised cut-outs of housekeeping boys apparently trying desperately to wipe off the words 'Really Permanent', caught the attention of motorists in the city.
Camlin permanent marker's agency, Lowe Lintas, devised a cool concept for the brand to advertise the product. The simple but eye-catching hoarding, with the three cut-out men having mechanically-backed moving limbs, trying to wipe off the words written in bright red, also displays the product - the permanent marker.
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Shriram Dandekar, executive director, Camlin, applauds the efforts of the agency, saying, "We loved the idea when Lowe presented it as we wanted a different idea from the traditional permanent marker advertising.
This ad was different, attractive and at the same time, educative of the permanency of these markers."
This mobile hoarding is currently doing the rounds across five cities including Mumbai, Bengaluru, Kolkata, Delhi and Pune, effectively grabbing eyeballs and generating curiosity. Aaren Initiative has worked on the media planning and execution of the innovation.
Iyer adds, "A normal regular hoarding would not have made much of a difference but this idea was sticky. When the team came up with this idea, we thought it would definitely stand out and stay in your head - and what better way than to see three housekeeping men cleaning a hoarding at high traffic areas such as Mahim Causeway and Haji Ali."
Dandekar informs that for now, print and TV are not being used for this campaign, although talks are on. The company wanted to experiment with a singular medium and gauge its impact.
He shares that permanent markers contributed to 4-5 per cent of Camlin Stationery's total turnover in the last fiscal year. With this campaign, he says that conversion into sales is not a criterion, but the sheer response has been tremendous.
The agency has also created online web banners that have been strategically positioned on sites such as Shaadi.com, with copy that reads 'Hope you find your permanent life partner' and on job sites that say, 'Hope you find your permanent dream job'- the whole idea being wrapped about the product offering and USP of 'permanency'.
Iyer says, "Basically, we wanted to create cost-effective ways to stay top-of-mind."