MUMBAI: Many brands are now looking at influencer-led marketing as a method as more informative and personal way of communication to their audience. Faber-Castell India has adopted a unique way of reaching out to its audience where they are adopting loyal brand customers as influencers.
Riding on the concept of “Every user is an influencer”, Faber-Castell India has launched a 2 month long #FaberCastellWaterColourChallenge to engage with its artist community online.
The Campaign began with the creative visual artist, Vimal Chandran, unboxing his uniquely prepared calendar for Faber-Castell which can be painted using the brand’s new range of watercolours. Faber-Castell India reached out to their artists’ community and gifted them a box of the new watercolors, that come with a palette and brush, along with VimalChandran’s creative calendar as well as a personalized note to all. Apart from unboxing the packs and reviewing the product, the campaign was developed into a challenge, wherein the users were encouraged to share their cheat sheets, techniques and complete the challenge with all its conditions, using the watercolours in their artworks. They were also encouraged to tag their fellow artists to join the challenge and get a chance to win weekly or the grand prize. For Offline activation, Faber-Castell collaborated with the renowned Padma Shri Artist PareshMaity and Create Studio to host a Masterclassfor beginners and experts to encourage painting with watercolours.
Speaking on the launch of this new range, Business Head, Arts & Graphics Sonali Shah said “Faber-Castell India truly believes in creating an environment that highlights the experience of art in order to gain consumer loyalty. When we planned the launch of this range, we wanted it to reach to our loyal consumers first. To give it substance, we reached out to the creative and cool VimalChandran to design a set of cool art, which we then decided to turn it into a calendar since the campaign began in the new year.We then sent the new watercolour sets to our network of artist communities, so that they can create their own experiences and share it with fellow members and followers. We also hosted a master class with PareshMaity in collaboration with Create Studio to encourage beginners and advanced level artists to create watercolor art and are extremely excited to see interesting artworks pouring in every day.”
“As a brand we firmly want to dwell into consumer’s life as a companion and not just another product manufacturer, therefore that’s our key focus ‘Every user is an influencer’. We are looking forward to more and more users participating in our #FaberCastellWaterColourChallenge and we aim to build a larger community of passionate artists," said Faber-Castell India MD Partho Chakrabarti.
Faber-Castell’s Creative Studio watercolours have been manufactured and launched in India first and will be launched globally later in the year.
