Scarecrow Communications India launches a quirky digital campaign for Bic’s Cello Geltech
Bic has launched a digital campaign for one of its flagship brands in India, Cello Geltech. The two-film campaign has been conceptualized by Scarecrow Communications.
The first film features a karate champion who is going through the motions before he is about to kick a brick. Then, surprisingly, he comes ahead and starts licking the brick. The film cuts to a surprised expression of a teacher who is exclaiming – He licked the brick! The camera turns to a student’s exam paper where due to a faulty pen, a child has written ‘licked’ instead of ‘kicked’. A voiceover says – Word badlega to Kahani badlegi. (If the word changes, so will the story). This leads to the product window where the skip-free writing of Cello Geltech is highlighted.
The second film features a camper making his way across a jungle. Suddenly he comes across a path full of wigs! The film cuts to a surprised expression of a teacher who is exclaiming – The forest path was full of wigs! The camera turns to a student’s exam paper where due to a faulty pen, a child has written ‘wigs’ instead of ‘twigs’.
Rishabh Marathe, Group Product Manager, Bic said, “Cello Geltech is launched in the Rs. 10/- gel pens price segment is and aimed at students in the age of 10-18 years. The product benefit of “No Skip…No Stop” is aimed to perform during the students’ crucial moments of truth like exams or projects.Through the Geltech campaign, we aim to deliver the message of dependable skip free writing using the medium of humour to break the clutter. The campaign shows situations when one word can change the whole story, and thereby change the nature of how you perform during exams.”
Raghu Bhat, Founder Director, Scarecrow Communications said, “In a low loyalty category like ball pens, communication has multiple roles. Apart from conveying the proposition, it needs to build an affinity with the audience and lower the cost of media by creating conversations. Hence, these ads have an enduring brand idea and an unforgettable visual twist.”
Iraj Fraz, Executive Creative Director, Scarecrow Delhi added, “When we started working on ball pen insights, we learnt the biggest issue is – due to irregular ink flow, sometimes, a part of the word gets left out. We used this category truth to tell some hilarious yet totally possible stories.”
Credits –
Creatives: Raghu Bhat, Iraj Fraz Batla, Aurdhendhu Banerji
Account Management: Mangesh Mulajkar
Production House: Puppet Pictures
Director: Naren Multani
Producer: Hozefa Multani
Client: Tanveer Khan, Rishabh Marathe, Disha Pandya