Faber Castell's 'Change the Canvas' gets 200% more responses than last year

Marketing director Nisha Sara Jose on why traditional art continues to grow in digital era

MUMBAI: While the digital era has disrupted many traditional businesses, stationery, and art & craft facilities are going to grow, Faber Castell India marketing India director Nisha Sara Jose told about the second successful season of its online ‘Change the Canvas’ activity.

“Our products will continue to grow because there has been a discovery for analogue writing. It is a counter-trend, which is becoming very important and popular within the younger audience. They are going back to activities like writing and drawing to balance their (digital-dominated) lives. Also, Faber Castell as a brand is all about creativity, thoughts, and passion. So, we already are positioned on the top to tackle the digital era,” Jose quipped

Jose shared that the online creative competition, which encouraged the people to ‘change’ their choice of canvas and instead pick any ordinary object, scene, place, or setting, and look at it from a different perspective, received an impressive response of 200 per cent more from the past year.

“We received more than 750-800 entries for the campaign digitally this year as compared to 400 entries, which are almost 200 per cent of what we received last year. Our digital presence for the campaign has multiplied exponentially with more than 10 million impressions as compared to 4 million last year,” said Jose.

Faber Castell is willing to double its business in India this year, and such response for the campaign indicates that they might be able to achieve the goal. The brand is also working on a multi-pronged strategy to further develop their business, mixing effective marketing and communication with product development.

Jose revealed that, for the Indian market, a lot of innovation is going on in the acrylic and watercolour segments, developing a range of options for hobby artists.

The marketing activities, like always, are focussed on the experiential side. Activities like ‘Art With Purpose’ will continue to connect with students across schools and universities. Apart from that a lot of digital activities are expected from the brand, which now has a strong community of mothers and artists online. 

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