Classmate,
India’s leading Education & Stationery brand by ITC’s Education &
Stationery Products Business (ESPB), is rolling out its new ‘Because you are
one of a kind’ campaign. Targeted at school children as well as parents and
teachers, the new Classmate TV commercial encourages children to nurture &
celebrate their uniqueness towards becoming successful to their own interests,
talents and strengths.
Classmate’s
‘Because you are one of a kind’ campaign features Classmate notebooks, pens,
pencils, geometry boxes and art products, and shows children pursuing their
talents in various curricular and extra-curricular scenarios. Each
advertisement showcases how the brand recognizes the individuality &
uniqueness of every child, encouraging them to excel in the field of their
choice by ‘becoming the first’ instead of the being ‘the next somebody’.
Says Mr. CS Das, CEO, ESPB, ITC Limited, “As a brand, Classmate believes in
nurturing individual strengths of each child and helping in their holistic
development. The new campaign 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 recognize,
support & nurture every child’s individual interests and inclinations.
At the end, Classmate promises to support a child’s dreams with equally unique
& 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 series of TV
commercials features primary school children with varied interests who, instead
of becoming a Shakespeare, a Sachin or a Picasso, vie to become the first
Anahita Barua, Raj Mathur & Deven Desai. Each storyboard is punctuated with
a subtle, almost pleading appeal by the child asking “instead of being the next
somebody, can I please be the first me?”
Catch this initiative unfold on the exclusive
ITC Classmate YouTube Channel at:
http://www.youtube.com/user/ClassmatebyITC
About ITC:
ITC made its entry to the education and stationery
business with its Paperkraft brand in the office stationery segment in 2002;
and later expanded into the popular student notebook segment with its Classmate
brand in 2003. By 2007, Classmate became the largest Student Notebook brand in
the country. Together, Classmate and Paperkraft offer a range of products in
the Education & Stationery space to the quality seeking discerning
consumer, providing unrivaled value in terms of product construction &
price.
ITC is the manufacturer of India's first Ozone
treated environment friendly Elemental Chlorine Free (ECF) pulp, paper and
paperboard. It blends its knowledge of image processing, printing and
conversion garnered from Packaging & Printing Business with its brand building
and trade marketing & distribution strengths resident in its FMCG business
to offer superior value products to consumers.
Paperkraft
Business paper and the papers used in Classmate and Paperkraft notebooks are
superior in quality and environment-friendly. Other offerings available in
education and Stationery range are safe and certified non-toxic.
About Windchimes Communications:
Windchimes Communications http://windchimes.co.in, a social media
agency that helps brands create awareness and build engagement with their
consumers on social media platforms. Windchimes also helps companies monitor
and manage their online reputations. Located in Mumbai, India, Windchimes has
developed and executed social media strategies for brands and companies like
Hindustan Unilever, GMR, ITC Hotels, Future Generali, eBay, Lavasa, SIL, Tommy
Hilfiger, TVS Scooty, and Wipro Ego amongst others.
