NOT RIGHT IS NOT WRONG by J. Walter Thompson Mumbai for G. M. Pens International

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NOT RIGHT IS NOT WRONG

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Industry Stationery, Business equipment & services, Corporate Image
Media Promo & PR
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Art Director Goral Ajmera
Illustrator Nilesh Naik
Released November 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: G.M. PENS INTERNATIONAL
Product/Service: PENS
Agency: JWT INDIA
Date of First Appearance: Nov 14 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Tista Sen (JWT India)
Senior Creative Director: Goral Ajmera (JWT India)
Art Director: Goral Ajmera (JWT India)
Creative Supervisor - Copy: Sasha Mahajan (JWT India)
Illustrator: Nilesh Naik (JWT India)
Digital Artist: Deepak Jadhav (JWT India)
Digital Artist: Vijay Nanaware (JWT India)
Agency Producer: Asmit Chachad (JWT India)
Production Company: Vivek Shah (The Cutting Crew)
Media placement: Direct Mail - 3000 Pre-School Children In Mumbai Were Sent Home Wearing T-Shirts With A Messag - 14th November 2009
Media placement: Poster - Clutz - 50 Pre-Schools In Mumbai - 14th November 2009
Media placement: Poster - Devil - 50 Pre-Schools In Mumbai - 14th November 2009
Media placement: Poster - Tramp - 50 Pre-Schools In Mumbai - 14th November 2009
Media placement: Activation - Parents Test - 50 Pre-Schools In Mumbai - 14th November 2009
Media placement: Activation - Puppet Show - 50 Pre-Schools In Mumbai - 14th November 2009
Media placement: Activation - The Left Hand Test - 50 Pre-Schools In Mumbai - 14th November 2009

Describe the objective of the promotion.
Across cultures and particularly in India, there is a taboo associated with using the left hand. Our objective was to remove this bias and to make parents of young children aware that forcing their son/daughter to use their right hand when they are naturally left-handed could hamper the child's growth and stunt his/her potential.

Describe how the promotion developed from concept to implementation
And so the 'Not Right is Not Wrong' campaign was born. We took it to 50 pre-schools across Mumbai, made the children themselves into direct mailers; created informative posters using iconic left-handers; made parents use their left hand to perform tasks; counselled them against forcing their kids otherwise; conducted an educational puppet show; and last but not least, a left-handed test for the kids to determine whether they were left or right-handed.

Describe the success of the promotion with both client and consumer including some quantifiable results
We tested more than 3000 children across the 50 pre-schools and spread awareness amongst all their parents. Around 250 kids were found to be left-handed by the test, their parents were duly counselled and 250 bright futures were possibly saved. Reynolds intends to spread this hugely-successful Learning Initiative to other cities in India as well.

Explain why the method of promotion was most relevant to the product or service
The event made parents of pre-school kids aware about the implications of forcing left-handers to use their right hand. This learning initiative from Reynolds only strengthened the company's image as one of the leaders in educational and writing tools in India.