COPYART by VML Qais Mumbai for Itc Paperkraft

COPYART

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Industry Photo & Video Cameras, Accessories
Media Design & Branding
Market India
Agency VML Qais Mumbai
Executive Creative Director Tony Pereira
Creative Director Saurabh Karandikar
Art Director Mandar Khatkul
Illustrator Prasad Rao, Lokesh Karekar, Gautam Gajbhar
Released December 2009

Credits & Description

Category: Point of Sale
Advertiser: ITC PAPERKARFT
Product/Service: PAPERKRAFT PHOTOCOPYING PAPER
Agency: REDIFFUSION Y&R
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: REDIFFUSION Y&R, Mumbai, INDIA
Entry URL: http://www.youtube.com/copyart
Writer: Keegan Pinto (Rediffusion Y&R)
Art Director: Mandar Khatkul (Rediffusion Y&R)
Executive Creative Director: Tony Pereira (Rediffusion Y&R)
Creative Director: Saurabh Karandikar (Rediffusion Y&R)
Chief Creative Officer: Sagar Mahabaleshwarkar (Rediffusion Y&R)
Chief Creative Officer: Minakshi Achan (Rediffusion Y&R)
Illustrator: Prasad Rao (Rediffusion Y&R)
Illustrator: Lokesh Karekar (Rediffusion Y&R)
Illustrator: Gautam Gajbhar (Rediffusion Y&R)
Media placement: Posters - Offices - 10/12/2009 To 30/12/2009

Describe the challenges and key objectives
To show a relatively banal product segment in a new light which was arresting, exciting, involving, interactive and dynamic which was an important ask of the client, and the need of the hour was the biggest challenge. To get office/corporate folk to almost physically interact with a photocopying paper brand, and thus create brand recall thereby increasing sale - was the key objective.

Describe the brief from the client
Paperkraft is one of India’s leading office-use paper maker, and their photocopying paper is one of the market’s frontrunners. The high quality photocopying results of Paperkraft Photocopying Paper needed to be communicated in a manner more special than Paperkraft's copies. It is a B2B segment product with an existing consumer base of offices, corporate houses and also independent shops in the business.

Describe how you arrived at the final design
The solution was the discovery of a new art form - ­Copyart. A new form of art which is relevant to the central idea of photocopying. It is created by holding two pens in one hand and creating beautiful, exciting, intricate designs. Basically the original and the accurate copy is created at the same, and the final result is a beautiful design novelty. The designs became interesting to look at while being done (which is why we shot their videos and posted them online) and in their final art forms.

Give some indication of how successful the outcome was in the market
‘Copyart’ is becoming a phenomenon with professional and amateur artists all over joining in to create more works. The videos of the drawings (online) registered a steady growth in views, and more artists and general viewers are joining the movement. The campaign created a special identity for the brand and Paperkraft moved from being just a b2b brand to one which is associated with aesthetics and art. It also inherited an apt, new baseline -‘The art of copying’. Awareness increased, which increased sales by 13% in the 3 metros in India where it was carried out. Brand recall increased considerably too.