COPYART by VML Qais Mumbai for Itc Paperkraft

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COPYART

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Industry Photo & Video Cameras, Accessories, Stationery
Media Promo & PR
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: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: ITC PAPERKARFT
Product/Service: 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
Illustrator: Lokesh Karekar
Illustrator: Gautam Gajbhar
Media placement: Viral Video Campaign - 1aura - Internet - 10/12/2009
Media placement: Viral Video Campaign - 2 Blaze - Internet - 12/12/2009
Media placement: Viral Video Campaign - 3 Two Faced - Internet - 14/12/2009
Media placement: Viral Video Campaign - 4 Mumbai - Internet - 16/12/2009

Describe the objective of the promotion.
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. The strategy was to show a relatively banal product segment in a new light, which was arresting and dynamic.

Describe how the promotion developed from concept to implementation
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. And communicates the fact that Paperkraft Photocopying Paper copies so beautifully, it's literally an art. We got artists to perform Copyart, filmed these drawings, posted them on the Internet and e-mailed them to office administration decision makers. Then we took the art to various offices for people to become involved and interact first-hand, in a fun way, with the brand's core values. Volunteers tried their hand at the drawings, the more interesting ones became videos.

Describe the success of the promotion with both client and consumer including some quantifiable results
‘Copy art’ is soon becoming a phenomenon with professional and amateur artists all over joining in to create more works. The videos online registered a steady growth in views and more 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 now 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 it was carried out in. Brand recall increased considerably too.

Explain why the method of promotion was most relevant to the product or service

The core value of the brand - that Paperkraft Photocopying Paper's copies are as beautiful and detailed as art was communicated strongly and clearly. More importantly, the perceivably mundane product came alive with people trying their hand at art, and becoming involved with the brand. The fact that the art form - created with two pens in one hand at the same time - was challenging; and therefore exciting and rewarding. More so because most corporate, office-going folk hadn't 'drawn' in a long long time.