Kokuyo Camlin is India’s largest art & stationery brand. However, in recent years, the brand has been facing stiff competition from international brands and newer entrants in the market, offering newer and exciting product ranges. Despite being a legacy brand, Camlin did not have the same appeal to new generation of young consumers. The brand needed an imagery uplift and a need to showcase the efficacy of its product range in an exciting way, in a format that would appeal to Gen Z.
Camlin has a wide range of colour products. The challenge was to bring an as-good-as-real experience of this extremely wide range of products to the young digitally savvy potential consumer and improve consideration for the products.
EXPERIENCE CAMLIN APP
Experience Camlin is a one-of-its kind web & mobile based app that gives users an opportunity to experience Camlin’s entire colour range of products on a virtual canvas. This app allows one to draw, paint or colour, replicating the live experience of creating a work of art on a canvas . The texture, saturation and grain varies as per the medium - a flowy, more translucent effect for watercolours, a thicker texture for oil pastels. The output of the paintings is exactly the same if one were to draw or paint it on a real canvas. The app was also promoted to professional artists, for them to experience and review it.
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