MAM
ITC Classmate’s new TVC celebrates ‘uniqueness’ in every child
MUMBAI: It is at a tender age of 9-10 years that children first start interacting with a pen to write. This is also the time when they try to create their unique signature which is as unique as the individual. ITC Classmate‘s new TVC, focuses on this aspect of childhood. ‘Signature‘ which is the central theme of the new ITC Classmate commercial is all set to be aired on 2 July.
The new campaign is the next logical step in the communication continuum, taking forward the current brand campaign- ‘Because you are one of a kind.‘ The TVC has been conceptualised and created by Rediffusion Y&R and will be launched in two languages – Hindi and 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 theme campaign comprises three commercials of 60, 40 and 30-second durations. The TVC creatively amplifies a “Signature/Dastkhat”, which is almost the beginning of a new life stage – where the pen becomes a trusted honest companion, almost like an instrument of empowerment.
“Classmate has always endeavored to recognise, nurture and 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,” ITC Stationary Business marketing manager Karan Kumar.
The ad is a simple insight into the way every child writes his/her name. “The ad concentrates on the unique signature that every child always wants to create, almost like a master-piece, developed after many rounds of secret iterations. This stands as an outward representation of every child‘s uniqueness. It is this powerful simplicity of the child‘s endeavor that we wanted to capture,” he informed.
“We are proud and happy that we have worked with Gulzar and 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 girl who grows up in the hills. Standing on the cusp of childhood and adolescence as she does, Tara is earnestly trying to create her own unique signature – an identity that represents her and 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 national television campaign will be supported extensively by digital and social media marketing; consumer activations and engagements, besides a slew of school connect programmes.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
