CategoryA02. Best Use of Magazines/Newspapers
Entrant Company:TAPROOT INDIA Mumbai, INDIA
Advertising Agency:TAPROOT INDIA Mumbai, INDIA
2nd Advertising Agency:PURNIMA Mumbai, INDIA


Name Company Position
Santosh Padhi Taproot India Chief Creative Officer
Agnello Dias Taproot India Chief Creative Officer
Santosh Padhi Taproot India Executive Creative Director
Agnello Dias Taproot India Executive Creative Director
Santosh Padhi Taproot India Copy Writer
Santosh Padhi Taproot India Art Director
Loknath Panigrahi lok art PHOTOGRAPHY
Pankaj Juvekar Taproot India Digital Artist
Chintan Ruparel Taproot India Creative consultant

Results and Effectiveness

With a readership of over 1.4 million, the promotion received an adequate number of eyeballs. And as the communication was squarely targeted at a small town demographic, Camlin Carbon Papers managed to target the exact demographic. Which of course, was reflected by a sales increase of 8% from the previous month. And with a positive response from stockists and a corresponding increase in sales orders, Camlin Carbon Papers certainly made its mark.

Creative Execution

To show just how precise our carbon copies were, we tied up with a leading magazine "SOCIETY" to do this product demo media innovation in their magazine, we struck upon the idea of perfectly recreating a real editorial page from that issue of the magazine, but in precise carbon ink reproduction. We selected a text-heavy page and behind it inserted an actual page of Camel Carbon paper. Behind the page of the carbon paper, was an actual reproduction of the original magazine page, printed in the carbon blue colour. And to maximize the effect, we also imprinted off some of the ink from the page of carbon paper through a special technology to make it seem like the ink had actually been transferred from the carbon paper to the copied page.

Insights, Strategy and the Idea

Camlin is a 70 year old leading stationery manufacturer in India. But with new entrants in the market, Camel Carbon Papers felt the need to reaffirm its leadership. Other than the major metros, India is still not yet a computer-literate nation. 71% of Traders and salesmen still make copies of bills/receipts the traditional way, using carbon paper (for duplication). And because these documents are necessary for taxation purposes, it was important that they appear clear. Camel Carbon papers does just that with its low wax content. It releases just enough ink to make the writing clear and non-smudged. So to prove that copying even the finest text perfectly is possible, what better way than duplicating the fine print of a magazine? The product demo was implemented in The Society, a leading magazine across metros, small cities and B- towns. And with the right message, Camel reached the exact demographic.