Suffer Ka Saathi
Advertising
Mock Pitch
Campaign Design
PROJECT BACKGROUND
"Suffer Ka Saathi" is a 360° campaign designed as a mock pitch for Camlin's school range products. This project was conceptualized as part of my internship at Scarecrow M&C Saatchi, where the campaign concept revolved around positioning Camlin as a reliable companion in every student's academic journey. From creative ideation to strategic execution, the project showcases a comprehensive approach to brand storytelling
and engagement.
ABOUT
The brief for the "Suffer Ka Saathi" campaign was to develop a long-term communication role that would establish Camlin as a brand synonymous with ‘fun & enjoyment,’ while fostering a strong emotional connection with its target audience.
TARGET AUDIENCE
TG 1: Students (Ages 6-17)
TG 2: Young Parents with school-going children (Ages 25-45)
Preamble
School life is full of ups and downs. Sometimes, a class can feel long, a quiz can cause stress, or bad weather might ruin PE period. But fikar mat kar- Camlin is your Suffer ka Saathi. With a little creativity and the right Camlin product, you can turn those frowns upside down and find fun in any situation.
1. Video Ad
2. Print Ad
3. Social Media
4. Audio Ad
5. Ambient Ad
Moodboard
TVC
Storyboard 1: Smiley Doodle TVC
Storyboard 2: Classroom Cricket TVC
Storyboard 3: Perfect Circle TVC
Storyboard 4: Friend with a Highlighter TVC
Audio Ads (Jingles for TVC & Radio Ads)
When the teacher says, "Get out of class,"
We're murgas on the floor,
Camlin ka pen haathon mein,
Mischief ka hai mauka, thodi masti kar le.
Camlin, Camlin, suffer ka saathi,
Don’t be sad chalo karein party.
Khelna tha cricket, Par wicket gir gayi,
Eraser notebook ke saath, khelenge
game wahi.
Classroom ab humara stadium, hawa mein hai josh.
Camlin, Camlin, suffer ka saathi,
Don’t be sad chalo karein party.
Camlin, Camlin, suffer ka saathi,
With you through the laughter and the gam,
Camlin, Camlin, hamesha sang.
Ambient Ads
At select bus stops, a life-sized pencil installation will serve as the Camlin "Sharing is Caring" box, where students can donate their used or unused stationery. The pencil will have convenient inlets for passersby to drop off pens, pencils, erasers, and other supplies. This initiative not only promotes sustainability by reusing items but also encourages students to support those in need, fostering a community of giving.
The in-shop danglers will feature cutouts of Camlin’s school range products, such as pencils, pens, crayons, and erasers while the backside will contain the campaign tagline.
