Pooja Ahuja Nagpal
Jul 01, 2013

ITC Classmate sings a ‘signature’ tune to celebrate individuality

Watch the ad film created by Rediffusion Y&R

wide player in 16:9 format. Used on article page for Campaign.

Stationery  brand ITC Classmate has launched a campaign themed around signatures for its writing instruments business. An ad film created by Rediffusion Y&R will go on air on 2 July. The TVC will air on general entertainment channels across the country and will also be dubbed into Tamil.

The film features a school girl (Tara) who is shown writing something in a book at different points in time and in different settings, while keeping what she’s writing a secret. While witnessing a street performance, she draws inspiration from a performer’s twirling ribbon and makes another entry in her book, before showing it to her grandfather. As he opens the book, it is revealed that Tara has been attempting to create her signature all along and finally has. Her voice signs off saying the secret was between her and the pen she used to write with: ITC Classmate.

Sam Ahmed, chief creative officer and vice-chairman, Rediffusion Y&R, said, "A child discovering her own unique signature is perhaps one of the most important and earliest expressions of her self. The idea is simple and at the same time universal in its appeal. It has great adaptability across languages and cultures.”

Komal Bedi Sohal, national creative director, Rediffusion Y&R, added, “In a digital world where we are all mostly communicating via SMSes and e-mails, it is only our signature that uniquely requires the use of a pen. And we linked this insight to the beauty of a child finding her first expression of identity through her signature. We felt that this is a step away from the typical pen ads that feature kids writing in a classroom and as an apt expression of the ITC Classmate brand positioning.”

The television campaign will be supported by digital and social media marketing, consumer activations, print ads and school contact programmes.

Credits
Client: ITC Limited
Brand: Classmate (Pens)
Chief executive: CS Das
Head of sales and marketing: Nripendranath Thakur
Marketing manager: Karan Kumar
Brand managers: Himavan Singh Dahiya ,Varun Goel
Creative agency: Rediffusion Y&R
Chief creative officer and vice chairman: Sam Ahmed National
National creative director: Komal Bedi Sohal
Creative head: Sneh Nihalani
Creative partner: Khalid Khatri
Planning
Chief strategy officer: Gautam Talwar
Planning head: Kavita Kailas
Account management
Branch head: Shuvadeep Nag
AVP and chief of staff: Kalyani Srivastava
Brand partner: Shruti Chadha
Production house: Finger Print Films
Director: Rajesh Mapuskar
Director of photography: Jason West
Lyrics: Gulzar
Music director: Dhruv Ghanekar
Producers: Madhukar Kotian, Allan D'souza, Geeta Laxman

Also read: ‘Every child who goes to school and writes with a pen is our target audience’: Karan Kumar

Source:
Campaign India

Related Articles

Just Published

18 hours ago

Jabir Merchant and Maharsh Shah join Condé Nast India

Merchant appointed chief digital officer - sales while Shah is creative production - fiction

18 hours ago

PR Awards India 2020: Value 360 Communications, ...

Other Gold winners include Adfactors, Amazon Prime Video, Avian WE, Edelman, Kaizzen, On Purpose, Ruder Finn, Sony Pictures Networks and Team Pumpkin

22 hours ago

'What was the alternative?': shock at WPP over Nick ...

Companies are becoming 'less forgiving' of mistakes, lawyers say.

22 hours ago

Opinion: Laying the foundation for powerful brands

Purpose driven campaigns that we see today backed by will, confidence and insights will harness the true power of brands for years to come, says the author