The Nataraj Pencil campaign illustrates how much 'superior lead matters,' as stated in its tag line. Made up of a series of simple drawings, the Nataraj Pencil campaign depicts terrifying situations in which the possibility of harm or safety is put into question. In one case, a zoo tourist stands infront of an incomplete cage as a ferocious tiger looks on. In another, a man looks on as a wrecking ball is about to drop on him. In each of these instances, a piece of lead is shown completing the drawings.
Created by Mumbai-based ad agency Ogilvy & Mather, the Nataraj Pencil campaign shows that such scenarios require powerful pencils to avoid worst-case outcomes. From strong 'steel' to stronger 'magic wands,' Nataraj pencils are cut out to create superior illustrations.