The real challenge was to maintain 20% market share in Pencils category. With a 20% – 50% increase in retail prices across the category, it came down to choosing the best quality pencil in a reasonable price. The idea was to register in consumers’ minds that Dollar Pencil offers the best quality in a favorable price.

We banked on top tier channels in Entertainment and News genres along with investment on Kids’ channels to create affinity with our primary audience.

TV was a massive success:

• Reach @ 3+: 92% (Planned 87%)

• PIBs: 56% (Planned 40%)

• FOC mileage: 88% (Planned 43%)

• CPRP: 12.3k (Planned 16k)

Not only 20% market share was maintained, but 1.5x increase in sales was also registered post campaign. Before campaign, the decline in sales was witnessed due to increase in price point