# Incomplete Illustration Ads The Nataraj Pencil Campaign Shows 'Superior Lead Matters' By Meghan Young | Published 2013-01-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nataraj-pencil-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/01/nataraj-pencils-magician-wrecking-ball-cage/) & [ogilvy](http://www.ogilvy.com) The Nataraj Pencil campaign illustrates how much 'superior lead matters,' as stated in its tag line. Made up of a series of [simple drawings](https://www.trendhunter.com/trends/experimental-pencils), 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](https://www.trendhunter.com/trends/hiders-keepers), 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. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 48% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Superior Lead Illustration:** Opportunity for innovation in developing pencils with superior lead quality for enhanced illustration outcomes. - **Interactive Advertising:** Opportunity for disruptive innovation in creating interactive advertising campaigns that engage the audience through thought-provoking storytelling. - **Safety Through Drawings:** Opportunity for innovation in promoting safety and awareness through the use of drawings and illustrations. ### Sectors Adopting This - **Advertising:** Opportunity for disruptive innovation in the advertising industry by utilizing creative and impactful illustrations in ad campaigns. - **Stationery:** Opportunity for innovation in the stationery industry by developing pencils with superior lead quality to meet the growing demand for high-quality illustrations. - **Education:** Opportunity for innovation in the education sector by using creative illustrations to enhance learning and promote safety awareness in schools. ## Related on Trend Hunter - [Playful Creativity-Focused Campaigns](https://www.trendhunter.com/trends/the-world-is-your-canvas.md) - [Parent-Focused TV Campaigns](https://www.trendhunter.com/trends/naturefresh.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Reflection-Encouraging Edible Oil Campaigns](https://www.trendhunter.com/trends/simply-fresh.md) - [Stone-Grip Conical Pencils](https://www.trendhunter.com/trends/aluminum-sphere.md) - [Creativity Time Capsules](https://www.trendhunter.com/trends/campaign-for-creativity.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md)