RK Swamy unveils new campaign for Camlin

08 Jul,2015

By A Correspondent


RK Swamy BBDO has unveiled its new TVC for Camlin. Camlin is the leader in colouring products and one such product is the Camel Oil Pastel. This can be used in the same way as crayons but offer a unique product benefit not available with crayons –the ability to mix two colours to get a completely new colour and shades that enables more lifelike drawing. The objective of the commercial is to bring home these benefits.


The TVC shows a group of students in an art class who are amazed to discover that the painting made by one of their classmates is rich and very life like. On enquiring how this was done, their classmate makes use of this opportunity to get them do his project as the price for the answer. Once the deal is struck, he reveals that he has the ‘Mixing ka Magic’ using Camel Oil Pastels that offer the advantage of mixing two colours and creating a third one to make lifelike paintings. In the end, we see that the kids have using the oil pastel to create a drawing, which looked so real that it almost jumps off the page, startling the teacher who had come down to check on the commotion.


Gautam Pandit, Sr. Partner & Executive Creative Director said, “With Camel Oil Pastels, the challenge was to create a compelling film based on very strong differentiator – that of the ability to a create a new colour with two or more different coloured oil pastels thereby making drawings more  lifelike. To communicate this effectively to kids, we coined the phrase ‘mixing ka magic’ and wove it into an engaging storyline which stayed true to the insight that children are overjoyed with the ability to create new things.”


Saumitra Prasad, CMO-Kokuyo Camlin said, “The new TVC  has been developed to communicate the product concept of Camel Oil Pastel that this is a superior crayon which gives children the power to create new Colours by intermixing Colours, and hence create rich and true to life painting. This communication is in synergy with the brand positioning of making learning fun for children.”




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