MAM
Nataraj better than kuchchi pencil through 2D animation: O&M
New Delhi: Using 2D animation technique to depict the strength of Nataraj pencils over its counterparts, O&M Mumbai has recently released new television commercials for its client Hindustan Pencils.
The commercials, to be aired in different languages such as Hindi, Tamil, Bengali and others, use humour and engaging storyline to showcase Nataraj’s superior quality.
On the brief from the client, O&M senior creative director Sumanto Chattopadhyay says, “There are lots of slightly cheaper pencils in the market that are of inferior quality and break easily. The brief was to show that Nataraj is of superior quality, so it does not break easily. It was to be communicated in a manner that appealed both to the rational thinking of parents, the buyers, as well as to the emotions of children, the users.”
Chattopadhyay worked with associate creative director Zenobia Pithawalla and senior art director Goral Ajmera on the campaign. While television is a key element of the media mix, the agency has plans of using other mediums as well.
The animated TV spots feature a kuchchi pencil as an over-smart type of character that is a bit of a show-off. He comes in with a flourish but goes out looking not-so-good. In one of the spots, he starts writing a sentence: “Meri Mummy hai ek bahut badi gaay…” At this point the kuchchi pencil point breaks.
“So it seems like it has written a sentence which means “My mother is a cow.” Now the Nataraj pencil, which is the pukki pencil, makes its entry in a confident manner and completes the sentence as it was meant to be by adding “ika” to “gaay”. So the sentence reads, “Meri Mummy hai ek bahut badi gaayika.” The kuchchi pencil is totally deflated. The Nataraj pencil comes out the winner. You end with the Nataraj pack shot and a super that says ‘Pukki Pencil’,” explains Chattopadhyay.
As the campaign has been worked out in different languages, the creative team worked out different lines, written during the spots. “The whole idea is Nataraj versus other pencils. There might be some variations when you consider there are different languages and there are two-three different executions. It wont be correct to share more information at this moment,” said Chattopadhyay.
Considering the brand has been on air over the years before it disappeared for a while, the creative professional felt the main challenge was to sustain the legacy normally associated with the brand.
“Nataraj pencils have a wonderful heritage. We have all used them over the years and I, for one, have fond associations with the brand. Working on new advertising for the brand meant keeping that great heritage in mind and simply updating it – giving it a contemporary spin,” he said.
On the decision to prefer animation over live-action, Chattopadhyay said, “Our scripts called for animation. And since children are part of the target audience, we felt it would add the fun element that would appeal to them. We all felt that working on a category like this allows one to think in a childlike manner. And to be creative in any sphere you have to, in any case, tap into the child inside. So, all in all, it was a highly satisfying experience.”
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
