This is seen as the next logical step in the communication continuum thus taking forward the current brand campaign – “Because you are one of a kind”.
The TVC conceptualized and created by Rediffusion Y&R is launched in two languages – Hindi & Tamil. While the Hindi TVC adorns lyrics penned by the legendary Padma Bhushan Gulzar, the Tamil TVC is embellished with lyrics penned by six times National Award winner Vairamuthu.
The TVC creatively amplifies a “Signature/ Dastkhat”, which is as unique to an individual as the individual himself. Children around the age of 9 – 10 years seriously start interacting with a pen for almost the first time when they are allowed to use it in school and almost instantly start to secretly practice the creation of their signature which is the ultimate outward representation of his or her unique identity. It is almost the beginning of a new life stage – where the pen becomes a trusted honest companion, almost like an instrument of empowerment.
Speaking on the release of this new communication, Karan Kumar, Marketing Manager, ITC’s Stationery Business, said “Classmate has always endeavored to recognize, nurture & celebrate the uniqueness of every child. We decided to take the concept of “uniqueness” forward by exploring what is that one thing in every child that is the most obvious manifestation of his/her own uniqueness”.
He further added, “The simple insight was that it was the way every child wrote his/her name, the unique signature that every child always wants to create, almost like a master-piece, developed after many rounds of secret iterations that actually stood as an outward representation of every child’s uniqueness. It is this powerful simplicity of the child’s endeavor that we wanted to capture. We are proud and happy that we have worked with Gulzar & Vairamuthu, both extremely acclaimed writers, to capture the powerful yet innocent emotions of children during this pursuit, in an extremely important life-stage.”
The film opens on Tara, a young everyday girl, growing up somewhere in the hills. Standing on the cusp of childhood & adolescence as she does, Tara is earnestly trying to create her own unique signature – an identity that represents her & her unique individuality. While at it, she’s very protective, almost zealously guarding her various iterations from everyone around her; it is almost her own very secret which she wants to reveal only once she has masterfully crafted it. She finally finds her inspiration at the local community festival where the swirls of ribbons set against all the festivities, inspire her to her final flourish.
The theme campaign will be aired on 2nd July 2013 comprises three commercials of 60, 40 & 30-second durations. The national television campaign will be supported extensively by digital & social media marketing; consumer activations & engagements, besides a slew of school connect programmes.
[stextbox id=”alert”]Campaign Credits:
Company: ITC Limited
Business: Education & Stationery Products Business
Brand: Classmate (Pens)
Chief Executive: CS Das
Head of Sales & Marketing: Nripendranath Thakur
Marketing Manager: Karan Kumar
Brand Managers: Himavan Singh Dahiya & Varun Goel
Production House: Finger Print Films
Director: Rajesh Mapuskar
Director Of Photography: Jason West
Music Director: Dhruv Ghanekar
Producers: Madhukar Kotian, Allan D’souza, Geeta Laxman
Agency – Creative
Creative Agency: Rediffusion-Y&R
Chief Creative Officer & Vice Chairman: Sam Ahmed National
Creative Director: Komal Bedi Sohal
Creative Head: Sneh Nihalani
Creative Partner: Khalid Khatri
Agency – Planning
Chief Strategy Officer: Gautam Talwar
Planning Head: Kavita Kailas
Agency – Account Management
Branch Head: Shuvadeep Nag
AVP & Chief of Staff: Kalyani Srivastava
Brand Partner: Shruti Chadha[/stextbox]