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A.

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: Worlds 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. In the ad when the husband is alive he applies the vermilion on the women head with the Camlin Permanent marker, and when he dies the professional mourners try to remove the vermillion from the head but it doesnt go. After awhile, the husband comes back to life symbolizing that the Camlin Permanent marker is too permanent to be removed. Thus highlighting the quality of Camlin Permanent Marker. (Sarita Patil, 2010) Target audience: Demographically, the advertisement for Permanent Marker was targeted on lower middle class workers, aged between 21 and 40, sometimes known as white collar workers, who carry out less important administrative, supervisory and clerical jobs. For example, store keepers and stationary purchasers. This group of people is non-consumers. They are not the end user of this product; they are buyers who purchase the product for the consumption of semi skilled and unskilled workers who often deal with labeling and marking packages, as well as office use. Besides, these white collar workers are very much price elastic towards the product. Thus, they are less likely to be loyal, as their demand for the good fluctuates along with prices. Psychographically, the advertisement was aimed at artists and illustrators who use permanent marker for lettering, sketching, and drawing. Regardless of the purpose, whether it is for interest or job. Buyers from this segment are very likely to practice brand loyalty, provided the quality is promising. They are less responsive towards price because personal satisfaction and job satisfaction for artists usually overrule other causes.

Primary Informational Message: Camlin Permanent Marker, Really Permanent. is the copy used at the end of the commercial. The phrase impliedly described the long-lasting feature of a permanent marker, which is the most essential function. What would a permanent marker be, if it does not last? The primary message was to emphasize on Camlin Permanent Markers quality. Secondary Message: Vermillion mark (also known as bindi) on the forehead symbolize married woman. The husband applies vermillion on the wifes forehead on a daily basis, as it is believed to be connected to his lifeline. In the ad, the husband passed away, the professional mourners came and start taking off the symbols that depict the widows married status. Everything came off, but her bindi, because her husband had used Camlin permanent marker, as a result he gets a second life. The association of vermillion mark with the permanent marker suggests that, life and marriage are permanent, when they use Camlin Permanent Marker. The husband will live as long as the permanent bindi stays. The use of professional mourners further suggests the Indian cultures and believes. On top of that, the substitution of traditional vermillion with permanent marker, instead of crayons, chalks and pen, implies user friendliness, because thats the key feature that urges consumers to change from something familiar to something new. Thus, the key message in this ad, apart from its highlighted quality, would be ease of application/use as well as the cultural nuances.

Advertising Claim (techniques of language): With our 50,000 strong retailer network, prestigious foreign collaborations, large consumer base, regular interaction with consumers by the sales force and participation in international trade fairs like Paperworld in Frankfurt, Camlin is now a trusted household name all over India. We were also the first company in India to adhere to Art & Creative Materials Institutes world standards in toxicity certifications. Our All India Camel Colour Contest too has been well-received, holding the record of the highest entries ever and has been registered in the Limca Book of World Records. We also believe in encouraging and promoting fine art, which is why our Camlin Art Foundation was set up. (Camlin Today) Camlin Limited was awarded the title of Edge Winner for its successful SAP implementation by Network Computing, one of the leading IT magazines in India. Also, the brand Camlin was adjudged as Power Brand of the Year 2009-10 in the stationery category by Planman. (Annual Report 2010)

B.
Characters

Composition

The commercial featured two main characters, an ailing man and women who wear the symbols of married status, supported by a group of professional mourners. The man here is believed to be at his forties, suffering from severe illness and expected to die. The woman, sitting next to the sick man, was wearing bangles, locket and vermillion mark, looking worried and dazed, assumed to be the mans wife. The professional mourners dressed in black and with unbound hair, are usually hired on the death of a male relative, to publicly express the grief that family members, constrained by their high social status, were not permitted to display. In the ad, they were required to also remove the symbols of married status of the women. Setting The setting of this commercial is slightly similar to the film Rudaali by Kalpani Lajmi, in which most shots are done in the region of Western Rajasthan, where summer temperature regularly reach 45 degree Celsius and beyond, along with burning dry heat of the desert and thorny bushes. (Climate India) Rajasthan is situated in the north west of India and is known as the most colourful region of India. The landscape of Rajasthan is very gorgeous and the people adorn interesting customs. A majority of population in Rajasthan reside in villages. (Culture of Rajasthan) The surroundings suggest ruralisation, whereby most scenes are shot inside the hut and depicts traditional custom of Rajasthan. The commercial was shot probably during evening, as theres limited sunlight and cloud was somehow gloomy. The background sound and wavering clothes suggest there were wind blowing steadily.

Copy

This written copy appeared in the very beginning of the commercial, to provide a brief background of Indian culture. It further explains the need to strip off a womans symbols of married status. The rationale behind could be to make things more understandable for the non-Indian community. On top of that, the copy also emphasizes on connections between vermillion mark and a husbands lifeline. The copywriter uses words like vermillion and Rudali to capture publics attention because people can easily relate themselves to certain culture. Camlin Permanent Marker, Really Permanent is the verbal copy used to end the commercial, which emphasizes on product name and quality.

Sound The background sound in the beginning was formed by steady wind blowing. There was no conversation throughout the commercial, only music and natural noise. The man taking in deep breath illustrates that he was critically ill, having difficulty, struggling to breath. The immediate discontinuation implied that he was dead. Thereafter, the mournful music starts to play, followed by Rudalis screaming in anguish. The crying and sobbing made the scene more sorrowful. The jingle of coins sound effect shows the breaking and removal of bangles and locket. When the man heaves, mournful music was replaced by exhilarating authentic music which suggests celebration. Each region of Rajasthan has its own dialect of music and dance. Folk music is a very important part of Rajasthan culture. A large variety of musical instruments is used in the countryside. Dholaks, chang or manzira, flutes, trumpets are generally used. Amazingly rich music of Rajasthan has an extraordinary individuality, tradition and exotic flavour. Songs are generally related for every occasion with rich emotional content, almost an endless variety of tunes. (Culture of Rajasthan) As far as sound is concern, the commercial experienced a 360 degree twist from total sadness to utter joy momentum. Before it ends, there was a voice over for the verbal copy, using an Indian slang.

Visual Overall, the commercial has nice cinematography.

The shots of thorny bushes, gloomy cloud and hut are beautiful. Apart from that, the visuals seem to focus a lot on facial expressions and body language.

The shooting illustrated the fear, anxiety, sad and dazed emotions of the wife, somehow heartbreaking to watch, when the husband died. On the other hand, they focused on the gestures of the husband, movement of his chest as he breath, to emphasize his effort, little of

facial expressions though. The professional mourners demonstrated sadness through facial expressions and hand gestures. The face of them crying, with mouth wide opened and eyes tightly closed, expressed the pain of losing someone beloved. The action of hitting their chest further reinforces the pain and grieves they suffered. They also expressed the feeling of confusion, by looking into each others eyes blankly when the vermillion refused to come off. When the man heaves and came back alive, the professional mourners, even the wife were stunned.

This time with eyes wide opened, also mouth, explained how shocking it was for the man to come back alive. In fact, the man himself was surprised. The instant change in everyones expression was dramatic and priceless. The scene discontinued and aired a flashback of why and how the vermillion mark became irremovable.

The tensed surroundings immediately became tricky when the wife presented the husband vermillion which he refused to use, instead picked up Camlin permanent marker from the box and draw the mark. The refusal indirectly implied that the permanent marker was a better choice as compared to its substitutes. The commercial ends by placing the permanent marker next to an opened vermillion, leading public to further think and compare.

Point of view The production started off with very wide shot to establish the environment in Rajasthan. The hut was visible barely, but the emphasis still lies on it. There was a full shot of the hut, taking up almost full frame after establishing the surroundings. In this commercial, the director uses both medium close up and close up shots to emphasize on the facial expressions, in which the face fills all or most of the image. All the changes in expression were nicely recorded. Faces of fear, anxiety, heartbroken, confused and surprised became visible and the effect magnified as the camera zoomed in. The rest of the shots were merely middle shots. Apart from that, this commercial incorporated a high angle, over the shoulder shot. This can be seen when the man dies, the shot was taken from a level located above the eyeline, looking at the dead man from behind of the wife.

Color and lighting In the beginning, lighting was really dim, both outside and inside the hut. This seems to enhance the sorrowfulness and sadness of situation where death is expected.

It explained the helplessness among the people. However, a major twist during the flashback was used to manipulate situation of the surrounding, from mournful to joyful, happiness and humorous.

Details and accessories Emphasis on bangles was obvious in this commercial.

The rationale behind would be, bangles hold great value in Hinduism and tradition. It is considered inauspicious for a woman to have bare arms. Traditionally, married Hindu women always weary bangles around their wrists. Indeed to the Hindu woman, the bangle is not simply a beautiful ornament; it also symbolizes her womanhood and honor. (Gen Wright) Oil lamp was also one of the props used in this advertisement.

It is believed that oil lamps have represented spirit and spiritual ideas since ancient times. The light produced by the lamp may illustrate the illumination provided by spiritual insight, the presence of divinity or in this case, it symbolizes the continuation of life. Oil lamp often light shrines within Hindu temples and homes. Hindus are instructed to light a lamp each day to drive the devil from their homes and invite the light, or the Almighty. Thus, the use of oil lamp further reinforces the Indian culture as majority of them believe in Hinduism. (Bethney Foster)

Intended and unintended effect The intended effect will be, the superb performance of Camlin Permanent Marker as the objectives of this entire commercial was to promote its long-lastingness. Apart from that, by promoting the permanent marker in expense of vermillion mark represents comparison of the product with its possible substitutes, which includes other types of pen; rather than solely comparing with its competitors. Nevertheless, the commercial has successfully drawn out the humor in it during the flashback, totally an unexpected twist. In most cases, an advertisement will be associated with some unintended effect due to different perceptions. In this case, the advertisement could be seen as offensive by certain group of public, due to its cultural content. This is not an intended or desired impact, but public scrutiny became inevitable, especially when were dealing with cultures and traditions of an ethnic group, it automatically raises sensitivity. Personal reaction The commercial has been perfect to pamper impulse buying behavior. The background sound, script, visual and setting was stupendous. The ad was very much emotional with a tinge of humour in it, which enables it to grab publics attention and retain them. This is because the ad itself is high on surprise factor and creativity. Most importantly, it successfully makes a point Camlins permanent markers do not wear off, no matter how much effort used. The ad did not implant shock value through sexual means or social issues. It could only be seen as controversial in the eyes of those who have appointed themselves as guardians of public morality, who might not think its funny. Overall, this commercial is a pretty good effort in establishing the unique selling point of Camlins permanent markers.

References
Bethney Foster. Why are oil lamps used in religions? Retrieved August 30, 2011 from http://www.ehow.com/about_5373547_oil-lamps-used-religion.html Camlin Annual Report 2010. Retrieved August 30, 2011 from http://www.camlin.com/sites/default/files/annual_report/AnnualReport2010.pdf Camlin Today. Retrieved August 29, 2011 from http://www.camlin.com/content/camlintoday Climate India. Retrieved August 29, 2010 from http://www.royaladventureholidays.com/index.php?option=com_content&view=article&id=1 34&Itemid=46 Culture of Rajasthan. Retrieved August 30, 2011 from http://www.swagattours.com/rajasthan-overview/rajasthan-culture.html Gen Wright. Bangles in Hinduism. Retrieved August 30, 2011 from http://www.experiencefestival.com/wp/article/bangles-in-hinduism Sarita Patil. 2010. Camlin Ltd Etches a Permanent Mark on Japan. Retrieved August 29, 2011 from http://www.indiaprline.com/2010/02/05/camlin-ltd-etches-a-permanent-mark-on-japan2/

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