Friday, March 12, 2010

Camlin permanent marker - Perpetually amusing !

Sometimes, television commercials can be so hilarious that we favor to stay back on our couch during commercial breaks, and go for the lavatory, during the shows we’re trying to watch. Camlin Marker – Vermillion ad entertained me a lot from the first time I saw it to every now and then when I use it in lectures and training to drive home the point why ads should be simple, precise and direct….

It opens with the information that in India, vermillion, bangles and a locket are signs of a married woman, and that when a woman loses her husband, she is stripped of these symbols. The husband applies vermillion to a wife’s forehead daily as it is supposed to be connected to his lifeline.

Right from that opening note to the rudalis (professional mourners) who were waiting for the man to die to the man who dies and then comes back are awesome in their expressions. And then the flash back which says why and how the vermillion got fixed there and then the man’s dramatic come back..

It has won hell lot of awards, both in house and outside but more than that it for sure has helped the brand in its branding and sales…

The concept is so Indianised and the execution is brilliant... Everyone from the miserable deadpan expression, makes the start look like an award film but in the end one can’t help but laugh. A serious situation is turned around with such ease and the climax proves the rule that the last 10 seconds is very important…kudos to Lowe and the team who made Camlin brand....Hence this ad becomes the first of the perpetual amusers in adformula….

1 comment:

sandeepvarma said...

Very true, I also like this ad very much!

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