Kokuyo Camlin Launches Mechanical Pencil, Thrives on Experiential to Market it
by Shantanu Jain Marketing | September 20, 2016 | News
Kokuyo Camlin, one if the largest stationary brands in the country and market leaders in their category has been innovatively using experiential marketing to reach out to its target audiences. The brand has so far picked up numerous social themes such as Swaach Bharat, Cleansing the Ganga, Saving the trees and others to create immersive experiences around it for its audiences.
Recently, the brand launched its new product Mechanical Pencils in the market and the challenge brand faced was how to market the product effectively. The challenge became even more daunting as the target audience to the campaign were school going kids who are the primary users of this product.
Saumitra Prasad, CMO, Kokuyo Camlin
Speaking about the campaign conceptualized by the brand, Saumitra Prasad, CMO, Kokuyo Camlin says, “We at Camlin decided to promote the product in a unique and conscious manner – inculcating values of protecting the environment and saving trees in the school going Kids. Since mechanical pencils do not require wood in manufacturing the product we talked to children about not using wooden pencils which thereby translates into instilling the awareness to grow and protect trees.”
He added, “The campaign was two pronged essentially, one in the real world and the other in virtual world using social media platform. We roped in army men, school teachers, faculty members, and school principals to literally plant over ten lakh saplings in Pithoragarh. The Kokuyo Camlin management also got its employees to participate across six factories located at Tarapur, Taloja, Samba, Vasai, Sangli and Goa. Additionally, we installed a micro site on our website wherein children were encouraged to plant virtual tree for which real trees in equal numbers were planted.”
Additionally, Camlin even got school kids to name their trees so as to create empathy and a special bond with them and the brand also associated with The Tree Naming Project for a special workshop for kids.
The brand also launched a TVC to further amplify the brand proposition and reach out to the masses. The campaign worked wonders and Camlin mechanical pencils became a rage amongst students. The brand now uses the claim “Camlin is the No 1 brand of mechanical pencils” in order not to let other brands take away its efforts as it climbed to the position of market leaders of the category in no time.
In an exclusive conversation with EVENTFAQS, Saumitra Prasad, CMLO Kokuyo Camlin shares the narrative of how the brand launched mechanical pencils in the market and used experiential to become the mar