A broken crayon is an impediment to a Child's imagination says BIC Cello

BIC Cello has launched a new campaign for their ColourUP pens. The campaign highlights the functional benefit of a strong crayon, that lasts two times longer than an ordinary crayon. In the film, a broken crayon becomes an impediment to a child’s unbroken imagination. This is a letdown moment for the child. The campaign uses humour to show the fallout of all this on his parents.

BIC Cello’s ColourUP range has been developed with parents and children’s requirements in mind. The new range offers colour pencils, sketch pens, oil pastels and crayons that are break resistant, non-toxic, and washable. ColourUP crayons are also two times stronger than normal crayons. The entire portfolio conforms and has received the European Product Safety Standard certification (EN-71). In addition to offering best-in-class functionality, ColourUP aims to indulge kids with fun learning activities. The product packs include a range of Do It Yourself activities that kids can colour, including table lamp covers, colour-in posters, book posters, and gift box cubes.

Commenting on the launch, Tanveer Khan, Director - Marketing, India said, “The launch of ColourUP marks an important milestone for BIC Cello as we enter into a new category. This strategic expansion will allow us to expand our footprint in India and cater to the second largest stationery segment in India that includes more than 10.7 crore children. At BIC Cello, we understand that colouring is an important therapeutic activity for a child’s growth and development as it helps children develop patience, improve focus, enhance motor skills, and fuel creativity and self-expression. With ColourUP, we hope that every child’s learning journey becomes more fun and creative.”



Advertising Agency: Wunderman Thompson

Creative Director/s:

Tista Sen - Regional Creative Director

Hanoz Mogrelia - ECD & Sr. VP

Kashyap Joshi - Sr. Creative Director & AVP

Rithwick Raghunath - Sr. Creative Director & AVP

Director: Akansha Seda

Production House: Small Fry Productions



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