The ad shows a woman whose husband has just died. Paid mourners ("rudalis") are breaking her bangles and removing all her signs of marriage as they usually do to make the woman aware that the husband is no more. However when they reach to rubbing the vermilion dot on her forehead (highest significance of marriage in India) the dot wont go because its been drawn with the Camlin permanent marker.
Filosofia
We chose a highly Cultural Indian idiom to deliver the message.The vermillion dot on the forehead is of huge significance in India as a symbol of marriage. We made that permanent. We chose a practice that is followed in rural area as a situation. And the humor makes the ad stick in your head.
Problema
Permanent Markers a highly non involved category.The task was to build high, impacful saliency for Camlin permanent markers by underlining the benefit of permanency.
Resultado
Fantastic response ever since the ad has gone on air. In a matter of barely a month and a half the client was running out of stock to supply.