MAM
Nataraj better than kuchchi pencil through 2D animation: O&M
New Delhi: Using 2D animation technique to depict the strength of Nataraj pencils over its counterparts, O&M Mumbai has recently released new television commercials for its client Hindustan Pencils.
The commercials, to be aired in different languages such as Hindi, Tamil, Bengali and others, use humour and engaging storyline to showcase Nataraj’s superior quality.
On the brief from the client, O&M senior creative director Sumanto Chattopadhyay says, “There are lots of slightly cheaper pencils in the market that are of inferior quality and break easily. The brief was to show that Nataraj is of superior quality, so it does not break easily. It was to be communicated in a manner that appealed both to the rational thinking of parents, the buyers, as well as to the emotions of children, the users.”
Chattopadhyay worked with associate creative director Zenobia Pithawalla and senior art director Goral Ajmera on the campaign. While television is a key element of the media mix, the agency has plans of using other mediums as well.
The animated TV spots feature a kuchchi pencil as an over-smart type of character that is a bit of a show-off. He comes in with a flourish but goes out looking not-so-good. In one of the spots, he starts writing a sentence: “Meri Mummy hai ek bahut badi gaay…” At this point the kuchchi pencil point breaks.
“So it seems like it has written a sentence which means “My mother is a cow.” Now the Nataraj pencil, which is the pukki pencil, makes its entry in a confident manner and completes the sentence as it was meant to be by adding “ika” to “gaay”. So the sentence reads, “Meri Mummy hai ek bahut badi gaayika.” The kuchchi pencil is totally deflated. The Nataraj pencil comes out the winner. You end with the Nataraj pack shot and a super that says ‘Pukki Pencil’,” explains Chattopadhyay.
As the campaign has been worked out in different languages, the creative team worked out different lines, written during the spots. “The whole idea is Nataraj versus other pencils. There might be some variations when you consider there are different languages and there are two-three different executions. It wont be correct to share more information at this moment,” said Chattopadhyay.
Considering the brand has been on air over the years before it disappeared for a while, the creative professional felt the main challenge was to sustain the legacy normally associated with the brand.
“Nataraj pencils have a wonderful heritage. We have all used them over the years and I, for one, have fond associations with the brand. Working on new advertising for the brand meant keeping that great heritage in mind and simply updating it – giving it a contemporary spin,” he said.
On the decision to prefer animation over live-action, Chattopadhyay said, “Our scripts called for animation. And since children are part of the target audience, we felt it would add the fun element that would appeal to them. We all felt that working on a category like this allows one to think in a childlike manner. And to be creative in any sphere you have to, in any case, tap into the child inside. So, all in all, it was a highly satisfying experience.”
MAM
Jeff Shell departs as president of Paramount Skydance
Media executive exits amid legal battle with professional gambler.
MUMBAI: Jeff Shell has just had another high-profile exit from a major media company and this time, the drama involves a $150 million lawsuit and allegations of leaked secrets. The former NBCUniversal CEO is stepping down as president of Paramount Skydance to focus on defending himself against a lawsuit filed by professional gambler R.J. Cipriani. Cipriani claims Shell owes him $150 million for crisis communications services and accuses the executive of sharing confidential information about Paramount Skydance, including details of a potential $111 billion Warner Bros. Discovery acquisition and a $7.7 billion UFC rights deal.
Paramount Skydance confirmed Shell’s departure on Wednesday, stating that he is leaving to prioritise the lawsuit. The company added that an independent investigation found no violation of securities laws by Shell.
In a strongly worded statement, Paramount Skydance described Cipriani’s claims as “frivolous and baseless” and said Shell had promptly notified the company of the accusations. Shell has filed a countercomplaint, accusing Cipriani of extortion and defamation.
This marks Shell’s second major exit in three years. He was ousted from NBCUniversal in April 2023 following an internal investigation into an “inappropriate” relationship with an employee who had filed a complaint of sexual harassment and sex discrimination. He joined Paramount Skydance in July 2024 as David Ellison’s right-hand man.
Shell was tasked with overseeing day-to-day operations during the integration of Skydance Media and Paramount Global. He played a key role in identifying cost savings and job cuts ahead of the potential Warner Bros. Discovery merger.
His sudden departure adds to the turbulence at Paramount Skydance as it navigates a massive merger, expected layoffs, and leadership transitions. David Ellison now faces the challenge of managing the brain drain while closing one of the biggest media deals in recent years.
In the cut-throat world of Hollywood dealmaking, Jeff Shell’s exit shows that even seasoned executives can find themselves caught in a plot twist they didn’t see coming. The credits on this particular chapter are still rolling.
