ITC Classmate has rolled out a campaign titled ‘enjoy learning’ to spread the message that children can experience joy and excitement while learning.
Conceptualised by McCann, the films propagate the idea of enabling the skill of learning through do-it-yourself methods. The films depict an array of emotions that play between kids and their parents, with the intelligent ‘classmate kid’ helping his/her parents overcome problems through learning.
The first film shows a young boy realising that his mother has to toil with a heavy bucket full of washed clothes through the stairs to dry them on the terrace. He looks at his class mate's notebook and lessons for the day and instantly gets the idea of a pulley system coming to his mind. He builds a jury-rigged pulley with everyday objects and shows his mother his creation by demonstrating how easy it is to carry the bucket to the terrace. The mother is left amazed and is overjoyed with her son applying his learning so aptly.
In the second film, a young girl creates a prism from everyday materials. Later that evening, she walks into her mother’s room, pulls out her DIY prism and projects a rainbow on the bedroom wall with her torchlight. The mother is thrilled that her daughter made her lessons come alive.
The third film shows a family that has moved into a new house, where a young boy is studying at the dining table when he notices his father looking into a box filled with trophies. The father pulls out one trophy and smiles reminiscently while noticing that it is tarnished. He tries to clean the trophy but is not able to do so. The next day, his father walks past the trophy cabinet and sees a whole bunch of gleaming trophies. The film ends with the revelation that the boy had learnt that baking soda could act as a cleaning agent, and he had put the formula to practical use. The father and son share an emotional moment in the end.
Vikas Gupta, chief executive, education and stationery products business division, ITC, said, “Classmate has always focused on relevant issues concerning children and has aspired to become an active enabler in their learning journey. Through this campaign, we want to promote the idea of the joy of learning and encourage children to apply theory to everyday activities so that they can fully understand, enjoy, and remember what they learn. This practice will help kids become more innovative, and will also help parents acknowledge that academic learning goes beyond the classrooms.”