CONCEPT: This advertisement highlighted the tradition and culture of India by communicating the essence of the mark of vermillion (kum kum) on the forehead of a married women. In India there are various other symbols which indicate that the women is married like bangles, locket (mangalsutra) etc depending on the beliefs. The other factual concept which they highlighted was "Rudali" which was followed in Rajasthan initially. Rudali's were also known as professional mourners because when the husband use to die, rudali's were the ones who use to strip off all the symbols of the married women as a widow. The widow's were only allowed to dress up very simply in a basic manner without vermillion mark (kum kum) on their forehead. So, in this advertisement rudali's were not able to remove the mark of the vermillion as it was marked by the CAMLIM PERMANENT MARKER which helped her to get her husband back. Through this they are conveying the quality, worthiness and the long lasting effect of the Camlin Permanent Marker in a more entertaining and different way.
TAGLINE: Camlin Permanent Markers - Ab kabhi na mitte.
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