That whiff of coated colours while tearing into a new pack of crayons to participate in rakhi making or card designing contests! Borrowing a sharp pencil for last minute finishing – these little memories summarise school days. Camlin manages to re-create this nostalgia in its Raksha Bandhan campaign.
A virtual Raksha Bandhan celebration
Conceptualized by Big I Tuna, Kokuyo Camlin created a Rakhi Maker, an extension of their Camlin Experience Application for desktop and mobile. The feature allows users to create virtual rakhis, by using the full range of Camlin products and powerful virtual tools too. Be it on a desktop or mobile device, Rakhi Maker creates enthusiasm, on the go.
The Rakhi Maker uses an innovative ‘kaleidoscopic effect’ that reflects every drawing action in 20 sides. Users can choose from any of the art mediums and colours, and also alter the number of side reflections.
Kokuyo Camlin chief marketing officer Saumitra Prasad said, “Kokuyo Camlin explores various routes to promote art and creativity amongst children. Today’s children have accepted technology very well and mastered it. We have witnessed great work from children already using this Camlin Experience App, and we look forward to world class Rakhi images created to celebrate the festival in a unique way.”
Beyond designing personalized rakhis, users can tag and share the Rakhi with a loved one on Facebook within the app, or download it and share via email.
Users had to then share their virtual rakhis on social media. The entry that receives the most likes will win the competition.
Walk down the memory lane
Camlin promoted the campaign through a series of posts.
Splash of colours across the Rakhi Maker microsite immediately recreates the colour box feel that we all experienced during school days. Playfulness of the initiative escalates further with the childlike excitement one gets in designing the rakhis.
Good old contest method
School oriented brands often sponsored such art and craft contests in education institutions. With Rakhi Maker, Camlin managed to execute one of the age old marketing gimmicks online to a much larger audience.
The campaign received over 500 entries at the time of filing the report.
Rakhi Maker bridges Camlin’s artful and trusted stationery image online creating brand recall on a wider scale.