Created by Rediffusion Y&R, the 60-second film shows primary school children with varied interests like singing, performing experiments, playing cricket, boxing, and dancing being compared to the greats in their field. The children are then shown together, protesting the fact that they are being compared to people. Instead of aping those greats, they want to be the first of a kind. The film ends with the voice-over asking children to celebrate their uniqueness with the best from Classmate, because 'you are one of a kind'.
CS Das, chief executive officer, Education & Stationery Products Business, ITC Limited, said “As a brand, Classmate believes in nurturing individual strengths of each child and helping them in developing into well aware, well rounded human beings. The new campaign communicates exactly this. It encourages children to identify their inherent skills and interests and follow their heart’s own calling. What’s more, the campaign also speaks to parents and teachers and asks them to recognise, support and nurture every child’s individual interests and inclinations. At the end, Classmate promises to support a child’s dreams with equally unique and capable set of stationery products like notebooks, writing, drawing, art and math instruments. Classmate wants to become the one stop stationery brand for all of a child's stationery product needs.”
The film goes on air today and consists of a 40 and 30-second edits besides the parent 60-second version. The campaign will also involve digital and social media, consumer activations, print advertisements and school connect programmes.
Agency: Rediffusion-Y & R, Chennai
Client: Education Stationery Product Business, ITC Ltd
National creative director: N Padmakumar
Executive creative director: Nilesh Vaidya
Copywriter: Viraj Chouhan
Chief strategy officer: Gautam Talwar
Branch head: Shuvadeep Nag
Planning: Jasravee Kaur Chandra, Neeraj Sharma, Deepti Thomas
Director: Kopal Naithani
Producer: Supriya Macwan
Production house: Rising Sun Films