Apsara puts fragrance at the heart of new Zesta pencil campaign

MUMBAI: Sometimes the sweetest ideas aren’t written in ink, they’re carried on the scent of a pencil. Banking on the belief that learning becomes easier when it’s enjoyable, Hindustan Pencils-owned Apsara has launched a new campaign for its Zesta pencil range, turning an everyday classroom essential into a sensory experience.

Conceptualised by Omnicom Media’s Interactive Avenues, the campaign revolves around the tagline ‘Awesome Smell, Writes So Well’ and spotlights the signature fragrance of Apsara Zesta pencils as a way to make writing more engaging for children.

The campaign film unfolds inside a classroom, where a student’s enthusiasm for writing is fuelled by the pencil’s distinctive fragrance and smooth writing experience. Her excitement soon goes beyond completing her own assignment, illustrating how a simple sensory cue can make routine classroom activities more enjoyable.

Available in Grape, Cupcake and Kiwi variants, Apsara Zesta combines fragrance with effortless writing, positioning itself as more than just a stationery product. The brand aims to encourage children to spend more time writing, sketching and expressing their ideas while making learning feel less like a task and more like an activity they look forward to.

The campaign also blends relatable classroom moments with playful visuals, targeting not only children but also parents and educators by reinforcing the role of creativity and self-expression in early learning.

Commenting on the campaign, Aishwarya Shinod, Chief Marketing Officer at Hindustan Pencils, said the idea stemmed from the observation that writing often becomes an obligation rather than an enjoyable activity for children. She said the company wanted Apsara Zesta’s fragrance and writing experience to transform everyday homework and classroom exercises into moments children genuinely enjoy.

Interactive Avenues, which developed the creative concept, said the campaign was designed to connect with everyday family experiences rather than simply showcase product features.

Shantanu Sirohi, CEO of Interactive Avenues, said the campaign taps into the joy of sensory experiences to make school routines more engaging while creating a story that resonates naturally with both children and parents.

With the latest campaign, Apsara continues to strengthen its position in India’s stationery market by combining product innovation with storytelling, as brands increasingly look to differentiate even everyday products through memorable consumer experiences.