Paperkraft is one of India’s leading office-use paper maker, and their photocopying paper is one of the market’s frontrunners.

The high quality photocopying results of Paperkraft Photocopying Paper needed to be communicated in a manner more special than Paperkraft's copies. It is a B2B segment product with an existing consumer base of offices, corporate houses and also independent shops in the business.

The solution was the discovery of a new art form - ­Copyart. A new form of art which is relevant to the central idea of photocopying. It is created by holding two pens in one hand and creating beautiful, exciting, intricate designs. Basically the original and the accurate copy is created at the same, and the final result is a beautiful design novelty. The designs became interesting to look at while being done (which is why we shot their videos and posted them online) and in their final art forms.

‘Copyart’ is becoming a phenomenon with professional and amateur artistsall over joining in to create more works. The videos of the drawings (online) registered a steady growth in views, and more artists and general viewers are joining the movement.

The campaign created a special identity for the brand and Paperkraft moved from being just a b2b brand to one which is associated with aesthetics and art. It also inherited an apt, new baseline -‘The art of copying’. Awareness increased, which increased sales by 13% in the 3 metros in India where it was carried out. Brand recall increased considerably too.