CORRECTION PEN by Publicis Beehive Mumbai for CROFT PENS

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CORRECTION PEN

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Industry Stationery
Media Design & Branding
Market India
Agency Publicis Beehive Mumbai
Creative Director Sohini Dasgupta
Art Director Shitu Patil
Copywriter Nidhi Kumar
Released November 2009

Credits & Description

Category: Stationery
Advertiser: CROFT PENS
Product/Service: CROFT CORRECTION PENS
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
Art Director: Shitu Patil (Publicis Communications)
Copywriter: Nidhi Kumar (Publicis Communications)
Creative Director: Sohini Dasgupta (Publicis Communications)
National Creative Director: Ashish Khazanchi (Publicis Communications)
National Creative Director: Prasanna Sankhe (Publicis Communications)
Media placement: Business Cards - Visiting cards of sales staff - 9-11-2009

Describe the challenges and key objectives
The challenge was to minimise promotion costs while targetting a very specific consumer base viz. the dealers and distributors.

Describe the brief from the client
Croft stationery was introducing a new product viz. correction pens. We wanted to promote the same to our dealers and distributors at a minimal cost.

Describe how you arrived at the final design
In order to do this in an innovative and cost-effective manner, we decided to use an everyday medium that is distributed first hand to many. We found old visiting cards of employees and reworked the names with the help of our correction pens. These visiting cards were then put into circulation with a special message informing recipients about our new addition.

Give some indication of how successful the outcome was in the market
As a result of this exercise we received thousands of inquiries from our distributors without even advertising the product.