Easily erasable camlin white-board markers !

TAGLINE: Camlin - Rubbing things the wrong way

CONCEPT: It is almost becoming a trend these days for admen to try the humorous route. But when it is force humor- no one's laughing and at the same time the very purpose of an ad of getting the brand message across fails... Something similar is the case with the advertisement of "Camlin white-board easily erasable markers." The admen tried to make it humorous but turned up making it confusing. After watching, viewer has to apply some thought to it in order to understand the concept- which according to my view is not the funda of ad world. Commercials should be direct, clear and easy in sending the message across.

The advertisement opens with the shot of a boardroom meeting where an executive insists to his team of board members that their organization desperately needs a CHANGE and writes a word on the white-board with a marker. As he finishes, he suddenly hears the sound of coins dropping on the table. He gets astonished to find spare change of coins in ample quantity laid out in front of him on the table by the board members. Even the office boy takes out the change from his pocket and puts it on the table. In the climax, executive shakes his head in disbelief and easily erases the word 'change' which he wrote on white board . The voice over says,"Easily erasable. Camlin white-board markers." 

I am not saying that concept of ad is bad. Though not for professionals but ad is a tough call for children and other people as corporate jargon has been used. Children can be best consumer for this product as they use white-boards instead of old fashioned slates even in their house to study. And there is nothing in this ad which could attract the attractive kids ;). Though not bad but not very gooood Camlin easily erasable marker ad acted smart over the audience and hence did not able to make long-lasting impact on them.