Brands
Flair Pens launches ‘The Right Move’ campaign for eco-friendly pencil
MUMBAI: Flair Pens has rolled out its latest sustainability-led initiative, ‘The Right Move’, a campaign that positions the Move 2mm mechanical pencil as an eco-conscious alternative to traditional wooden pencils. Conceptualised by Schbang, the emotionally charged film uses a child’s perspective to highlight the unseen environmental cost of classroom stationery.
At the heart of the campaign is a simple yet powerful metaphor: the act of sharpening a pencil visually transforms into trees being cut down, reminding viewers of the link between everyday stationery choices and deforestation. By framing this through a child’s innocent lens, the narrative drives home the importance of making conscious decisions early on.
Unlike traditional wooden pencils, the Move 2mm mechanical pencil is refillable and not made of wood, while still retaining a familiar wooden feel. This innovation reduces waste, ensures longevity, and allows students to enjoy the same writing experience without compromising on sustainability.
The campaign is designed to resonate with students, parents, and educators, positioning Flair not just as a stationery manufacturer but as an empathetic innovator addressing both environmental and user needs.
“The 2mm pencil is truly an innovation for a cause. To launch such a product, we wanted to drive the importance of this innovation directly to its users, the children, and inspire them to make the right change,” said Schbang creative lead Vaibhav Das.
Through ‘The Right Move,’ Flair underscores its mission to make sustainable choices accessible and impactful, proving that environmental responsibility can begin with something as simple as a pencil.
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
