: How BIC Cello pushed consumers to use stationery through a Twitter content #IndiaNEWS #Case Studies BIC Cello partnered with Kavishala for a month-long campaign on the occasion of World Poetry Day

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How BIC Cello pushed consumers to use stationery through a Twitter content #IndiaNEWS #Case Studies
BIC Cello partnered with Kavishala for a month-long campaign on the occasion of World Poetry Day wherein people wrote poetry using pen and paper garnering and shared it on social media, resulting in 1k+ entries.



BIC Cello married putting a pen to paper with digital media and hosted a Twitter contest #PoetryOnPaper in association with Kavishala on Poetry Day. The case study further analyses the campaign execution and results.



Category Introduction



In India, the stationery market is projected to grow at a CAGR of 6-7% in the medium to long run. Before the pandemic hit the country in early 2020, due to an increased focus of the government on the education sector, the demand for school and office stationery was growing. Since the stationery industry is largely unorganized and is heavily dependent on the offline retail channel, there has been a major drop in sales since the beginning of 2020. The closing of schools and offices has aggravated the loss. As a result, most of the brands in the category have shifted their focus to online marketplaces where there’s a clear surge in demand for stationery, especially in the art and hobby segment.



Brand Introduction



Cello® started its journey in 1995 by manufacturing and marketing a wide range of classic ball pens with imported tips and German inks. Focusing on innovation, high-quality pens, and leading-edge technologies, Cello soon became India’s most loved writing instruments brand over the years. In December 2015, the French stationery leader BIC® acquired 100 percent ownership in Cello® writing and the company was renamed as BIC Cello (India).



The manufacturing expertise, consumer requirements, constant research on tips and inks, and offering of a broad range of writing instruments make the company the market leader in the category.



Over the years, BIC Cello has expanded its product portfolio, offering world-class products in stationery categories like permanent markers, whiteboard markers, colour markers, mechanical pencils, roller pens, fountain pens and office and school stationery products.



Marketing objectives from Social Media:



Building brand awarenessContinually creating consumer engagement to ensure top of mind brand recallDirecting traffic to e-commerce marketplace



Summary



The ‘poetry on paper’ idea was selected because the dominance of the digital age has made it difficult for people to express their emotions and feelings through written words, despite the fact that writing is one of the most beautiful ways to discover one’s innermost self. On Poetry Day we wanted to encourage people to express themselves through the use of basic stationery products.

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