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The message of the Ad
Commercial title: Camlin Permanent Markers – Rudaali The title refers to a custom in some parts of Rajasthan – where aristocratic women were long kept secluded and veiled – of hiring professional women mourners on the death of a male relative, a rudaali (pronounced roo-dah-lee, literally a female weeper) to publicly express the grief that family members, constrained by their high social status, were not permitted to display – or at times, perhaps did not feel. Dressed in black and with unbound hair, a rudaali beat her breast, dance spasmodically, rolled on the ground, and shed copious tears while loudly praising the deceased and lamenting his demise; the ability to hire such a performer was a mark of social status. (Rudaali Film) Advertising Agency: LOWE Mumbai India Country: India Released: November 2006 Duration: 1.20 minutes Product: Camlin Permanent Marker Award: World‟s Greatest Commercial by NTV Japan Description of the TVC: The TVC was made to promote one of the products of Camlin that is Permanent Marker. Normally in India, bangles, lockets and vermillion mark are the symbol of married women. Daily the husband applies vermillion on the wife forehead as it is believed to be connected to his lifeline. When the husband dies, Rudaali professional mourners come and strip the
women off this symbol. as well as office use. provided the quality is promising. whether it is for interest or job. and when he dies the professional mourners try to remove the vermillion from the head but it doesn‟t go. Psychographically. supervisory and clerical jobs. They are not the end user of this product. Thus highlighting the quality of Camlin Permanent Marker. After awhile. (Sarita Patil. Buyers from this segment are very likely to practice brand loyalty. they are buyers who purchase the product for the consumption of semi skilled and unskilled workers who often deal with labeling and marking packages. the husband comes back to life symbolizing that the Camlin Permanent marker is too permanent to be removed. store keepers and stationary purchasers. This group of people is non-consumers. They are less responsive towards price because personal satisfaction and job satisfaction for artists usually overrule other causes. sometimes known as “white collar workers”. these white collar workers are very much price elastic towards the product. and drawing. Thus. the advertisement was aimed at artists and illustrators who use permanent marker for lettering. Regardless of the purpose. Besides. . the advertisement for Permanent Marker was targeted on lower middle class workers. who carry out less important administrative. 2010) Target audience: Demographically. aged between 21 and 40. sketching. In the ad when the husband is alive he applies the vermilion on the women head with the Camlin Permanent marker. as their demand for the good fluctuates along with prices. For example. they are less likely to be loyal.
Thus. The husband will live as long as the permanent bindi stays.” is the copy used at the end of the commercial. implies user friendliness. life and marriage are permanent. the substitution of traditional vermillion with permanent marker. apart from its highlighted quality. Secondary Message: Vermillion mark (also known as bindi) on the forehead symbolize married woman. but her bindi. as a result he gets a second life. In the ad. when they use Camlin Permanent Marker. The use of professional mourners further suggests the Indian cultures and believes. the husband passed away. because her husband had used Camlin permanent marker. The husband applies vermillion on the wife‟s forehead on a daily basis. On top of that. chalks and pen. as it is believed to be connected to his lifeline. What would a permanent marker be. which is the most essential function. the key message in this ad. . because that‟s the key feature that urges consumers to change from something familiar to something new. Really Permanent. Everything came off. the professional mourners came and start taking off the symbols that depict the widow‟s married status. The phrase impliedly described the long-lasting feature of a permanent marker. instead of crayons.Primary Informational Message: “Camlin Permanent Marker. would be ease of application/use as well as the cultural nuances. if it does not last? The primary message was to emphasize on Camlin Permanent Marker‟s quality. The association of vermillion mark with the permanent marker suggests that.
(Annual Report 2010) . Camlin is now a trusted household name all over India. large consumer base.Advertising Claim (techniques of language): With our 50. the brand „Camlin‟ was adjudged as Power Brand of the Year 2009-10 in the stationery category by Planman.000 strong retailer network. prestigious foreign collaborations. We also believe in encouraging and promoting fine art. holding the record of the highest entries ever and has been registered in the Limca Book of World Records. (Camlin Today) Camlin Limited was awarded the title of „Edge Winner‟ for its successful SAP implementation by Network Computing. Our All India Camel Colour Contest too has been well-received. regular interaction with consumers by the sales force and participation in international trade fairs like Paperworld in Frankfurt. which is why our Camlin Art Foundation was set up. one of the leading IT magazines in India. We were also the first company in India to adhere to Art & Creative Materials Institute‟s world standards in toxicity certifications. Also.
supported by a group of professional mourners.B. The commercial was shot probably during evening. looking worried and dazed. sitting next to the sick man. The landscape of Rajasthan is very gorgeous and the people adorn interesting customs. suffering from severe illness and expected to die. whereby most scenes are shot inside the hut and depicts traditional custom of Rajasthan. The woman. The background sound and wavering clothes suggest there were wind blowing steadily. where summer temperature regularly reach 45 degree Celsius and beyond. in which most shots are done in the region of Western Rajasthan. locket and vermillion mark. an ailing man and women who wear the symbols of married status. were not permitted to display. The professional mourners dressed in black and with unbound hair. constrained by their high social status. In the ad. Setting The setting of this commercial is slightly similar to the film “Rudaali” by Kalpani Lajmi. along with burning dry heat of the desert and thorny bushes. Characters Composition The commercial featured two main characters. are usually hired on the death of a male relative. The man here is believed to be at his forties. to publicly express the grief that family members. . as there‟s limited sunlight and cloud was somehow gloomy. (Culture of Rajasthan) The surroundings suggest ruralisation. they were required to also remove the symbols of married status of the women. was wearing bangles. assumed to be the man‟s wife. (Climate India) Rajasthan is situated in the north west of India and is known as the most colourful region of India. A majority of population in Rajasthan reside in villages.
It further explains the need to strip off a woman‟s symbols of married status.Copy This written copy appeared in the very beginning of the commercial. “Camlin Permanent Marker. The rationale behind could be to make things more understandable for the non-Indian community. which emphasizes on product name and quality. Really Permanent” is the verbal copy used to end the commercial. On top of that. . the copy also emphasizes on connections between vermillion mark and a husband‟s lifeline. The copywriter uses words like vermillion and Rudali to capture public‟s attention because people can easily relate themselves to certain culture. to provide a brief background of Indian culture.
Sound The background sound in the beginning was formed by steady wind blowing. The crying and sobbing made the scene more sorrowful. having difficulty. There was no conversation throughout the commercial. only music and natural noise. Folk music is a very important part of Rajasthan culture. Amazingly rich music of Rajasthan has an extraordinary individuality. using an Indian slang. Dholaks. When the man heaves. The immediate discontinuation implied that he was dead. The jingle of coins sound effect shows the breaking and removal of bangles and locket. The man taking in deep breath illustrates that he was critically ill. the mournful music starts to play. Before it ends. Each region of Rajasthan has its own dialect of music and dance. tradition and exotic flavour. flutes. followed by Rudalis screaming in anguish. chang or manzira. (Culture of Rajasthan) As far as sound is concern. struggling to breath. the commercial experienced a 360 degree twist from total sadness to utter joy momentum. there was a voice over for the verbal copy. Thereafter. mournful music was replaced by exhilarating authentic music which suggests celebration. . trumpets are generally used. A large variety of musical instruments is used in the countryside. almost an endless variety of tunes. Songs are generally related for every occasion with rich emotional content.
to emphasize his effort. The shooting illustrated the fear. the commercial has nice cinematography. sad and dazed emotions of the wife. the visuals seem to focus a lot on facial expressions and body language.Visual Overall. when the husband died. gloomy cloud and hut are beautiful. somehow heartbreaking to watch. they focused on the gestures of the husband. anxiety. On the other hand. movement of his chest as he breath. Apart from that. The shots of thorny bushes. little of .
The face of them crying. explained how shocking it was for the man to come back alive. the professional mourners. When the man heaves and came back alive. The scene discontinued and aired a flashback of why and how the vermillion mark became irremovable. with mouth wide opened and eyes tightly closed. The action of hitting their chest further reinforces the pain and grieves they suffered. expressed the pain of losing someone beloved. They also expressed the feeling of confusion. In fact. The professional mourners demonstrated sadness through facial expressions and hand gestures. . This time with eyes wide opened. even the wife were stunned.facial expressions though. the man himself was surprised. also mouth. by looking into each others‟ eyes blankly when the vermillion refused to come off. The instant change in everyone‟s expression was dramatic and priceless.
.The tensed surroundings immediately became tricky when the wife presented the husband vermillion which he refused to use. The refusal indirectly implied that the permanent marker was a better choice as compared to its substitutes. leading public to further think and compare. The commercial ends by placing the permanent marker next to an opened vermillion. instead picked up Camlin permanent marker from the box and draw the mark.
The rest of the shots were merely middle shots. This can be seen when the man dies. looking at the “dead man” from behind of the wife. in which the face fills all or most of the image. . In this commercial. There was a full shot of the hut. All the changes in expression were nicely recorded. the shot was taken from a level located above the eyeline. Faces of fear. confused and surprised became visible and the effect magnified as the camera zoomed in. the director uses both medium close up and close up shots to emphasize on the facial expressions. over the shoulder shot. Apart from that. The hut was visible barely.Point of view The production started off with very wide shot to establish the environment in Rajasthan. taking up almost full frame after establishing the surroundings. anxiety. but the emphasis still lies on it. heartbroken. this commercial incorporated a high angle.
. lighting was really dim. from mournful to joyful. both outside and inside the hut. However. happiness and humorous. It explained the helplessness among the people.Color and lighting In the beginning. a major twist during the flashback was used to manipulate situation of the surrounding. This seems to enhance the sorrowfulness and sadness of situation where death is expected.
. (Gen Wright) Oil lamp was also one of the props used in this advertisement. the bangle is not simply a beautiful ornament. bangles hold great value in Hinduism and tradition. married Hindu women always weary bangles around their wrists. Traditionally.Details and accessories Emphasis on bangles was obvious in this commercial. It is considered inauspicious for a woman to have bare arms. Indeed to the Hindu woman. it also symbolizes her womanhood and honor. The rationale behind would be.
The light produced by the lamp may illustrate the illumination provided by spiritual insight. Oil lamp often light shrines within Hindu temples and homes. or the Almighty. the use of oil lamp further reinforces the Indian culture as majority of them believe in Hinduism.It is believed that oil lamps have represented spirit and spiritual ideas since ancient times. it symbolizes the continuation of life. Hindus are instructed to light a lamp each day to drive the devil from their homes and invite the light. (Bethney Foster) . the presence of divinity or in this case. Thus.
rather than solely comparing with its competitors. Nevertheless. this commercial is a pretty good effort in establishing the unique selling point of Camlin‟s permanent markers. who might not think it‟s funny. The ad was very much emotional with a tinge of humour in it. by promoting the permanent marker in expense of vermillion mark represents comparison of the product with its possible substitutes. the advertisement could be seen as offensive by certain group of public. an advertisement will be associated with some unintended effect due to different perceptions. visual and setting was stupendous. In most cases. script. The ad did not implant shock value through sexual means or social issues. This is not an intended or desired impact. due to its cultural content. it successfully makes a point – Camlin‟s permanent markers do not wear off. totally an unexpected twist. the commercial has successfully drawn out the humor in it during the flashback. which includes other types of pen. Overall. The background sound. the superb performance of Camlin Permanent Marker as the objectives of this entire commercial was to promote its long-lastingness. but public scrutiny became inevitable. especially when we‟re dealing with cultures and traditions of an ethnic group. Most importantly. Personal reaction The commercial has been perfect to pamper impulse buying behavior. it automatically raises sensitivity. Apart from that. This is because the ad itself is high on surprise factor and creativity.Intended and unintended effect The intended effect will be. In this case. which enables it to grab public‟s attention and retain them. . no matter how much effort used. It could only be seen as controversial in the eyes of those who have appointed themselves as guardians of public morality.
swagattours. Why are oil lamps used in religions? Retrieved August 30. 2011 from http://www.com/index.experiencefestival.indiaprline. 2010 from http://www.pdf Camlin Today.com/content/camlintoday Climate India.html Camlin Annual Report 2010. Camlin Ltd Etches a Permanent Mark on Japan.royaladventureholidays. 2010.camlin.camlin.com/2010/02/05/camlin-ltd-etches-a-permanent-mark-on-japan2/ . Bangles in Hinduism. Retrieved August 29. 2011 from http://www. 2011 from http://www. Retrieved August 29.html Gen Wright. Retrieved August 29. 2011 from http://www.com/about_5373547_oil-lamps-used-religion.ehow. Retrieved August 30. 2011 from http://www. Retrieved August 30. Retrieved August 30.References Bethney Foster. 2011 from http://www.com/rajasthan-overview/rajasthan-culture.php?option=com_content&view=article&id=1 34&Itemid=46 Culture of Rajasthan.com/wp/article/bangles-in-hinduism Sarita Patil.com/sites/default/files/annual_report/AnnualReport2010.
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