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. And communicates the fact that Paperkraft Photocopying Paper copies so beautifully, it's literally an art.

We got artists to perform Copyart, filmed these drawings, posted them on the Internet and e-mailed them to office administration decision makers.

Then we took the art to various offices for people to become involved and interact first-hand, in a fun way, with the brand's core values. Volunteers tried their hand at the drawings, the more interesting ones became videos.

‘Copy art’ is soon becoming a phenomenon with professional and amateur artistsall over joining in to create more works. The videos online registered a steady growth in views and more 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 now 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 it was carried out in. Brand recall increased considerably too.