MAM
Bic Cello’s write-to-win initiative trains 600,000 students on how to prepare better for exams
MUMBAI: BIC Cello, the leading writing instrument company in India, launched in September of last year, ‘Cello Write-to-Win,’ a school initiative aimed at promoting a healthy attitude towards learning and education.
Academic stress is fast becoming a social issue as children and teens suffer from exam anxiety. Students are put under pressure to achieve academic excellence and outperform the best in class. The stress and fear of school failure can often adversely affect children’s social, emotional and academic success. The ‘Cello Write-to-Win’ program has been designed to train students to develop handwriting skills and help them manage the stress levels that come with exams. Since its launch last year, the program has educated 600,000 students across 1,500 schools in India.
The program includes two workshops that have been developed by a team comprised of certified handwriting analysts and experts from the field of education training. The first workshop, ‘Secret to handwriting’, engages students from the 4th to the 6th grade. The session teaches them the techniques they need to develop and enhance their handwriting skills, helping them manage the transition from pencil to pen.
The second workshop, 'Making Exams Stress Free', targets older students from the 7th to the 9th grade. The session teaches students four cognitive techniques that help them to enhance their learning and memorization skills and enable them to prepare better for their exams. The workshop also trains students on writing with speed while maintaining precision.
Commenting on the initiative, BIC Cello's, Director of Marketing for India, Tanveer Khan said, “We at BIC Cello understand the kind of stress that students go through during the exam periods. The 'Cello Write-to-Win' initiative was developed to equip students with the techniques they need to overcome that stress and succeed academically. We are delighted with the positive response that we received from the students and teachers and we look forward to continuing the program and expanding it into new schools across India."
Kumar Abhishek from Rashtriya Military Schools, 9th Standard, said while sharing his experience, “The sessions are extremely informative and helpful. It taught us appropriate techniques of holding a pen that help in developing handwriting skills. The activity focused on making exams stress-free by using mind maps which I will follow henceforth for better recall. Thank you, Cello, for making me feel more exam-ready.”
The Cello ‘Write-to-Win’ program also helps students to find the pen that is most suitable for them. Using the right pen can also help contribute to making exams less stressful by being reliable and offering comfort and glide in writing.
BIC Cello believes in empowering students by supporting them to reduce their stress, and help them prepare for their exams. The company launched an awareness campaign last year that addressed the academic pressure students feel from their parents. The ‘Surprise Test’ video garnered great success, with more than 40 M views, as it called on adults to support their children and pressure them less during exam periods.
MAM
Ajio launches Dhurandhar merchandise collection with Jio Studios
Limited edition range inspired by the film starts at Rs 349 on Ajio.
MUMBAI: When cinema meets the wardrobe, fandom doesn’t just stay on the screen, it walks out onto the street. Ajio, India’s fashion e-commerce platform, has launched an exclusive merchandise collection inspired by the spy-action film Dhurandhar, extending the film’s bold on-screen personality into everyday fashion.
The limited-edition range has been created in collaboration with Jio Studios and features graphic driven apparel and statement silhouettes that draw directly from the film’s high-energy aesthetic and characters.
Designed to appeal to both movie fans and style conscious shoppers, the collection translates the cinematic swagger of Dhurandhar into wearable fashion pieces starting at Rs 349.
The collection includes graphic T-shirts featuring iconic movie quotes, signature tees inspired by actor Ranveer Singh and limited-edition signed Pathani outfits that echo the larger-than-life style associated with the film’s characters.
Also part of the line-up is a collection inspired by Sara Arjun, translating her on-screen styling into contemporary silhouettes designed to appeal to younger audiences and fashion forward fans.
With bold typography, statement graphics and confident tailoring, the range blends cinematic storytelling with streetwear aesthetics, turning the film’s cultural energy into a fashion statement.
The collaboration reflects Ajio’s growing strategy of using fashion collaborations to tap into pop culture moments and entertainment properties.
By bringing elements of popular films into apparel, the platform allows audiences to move beyond simply watching a film and instead wear their fandom, making cinema part of everyday style.
Produced by Jio Studios and B62 Studios, Dhurandhar has emerged as one of the most talked-about action thrillers in recent times, known for its high-octane storytelling and larger-than-life characters.
The film, written and directed by Aditya Dhar, is also set to expand into a franchise, with the sequel “Dhurandhar: The Revenge” scheduled to release in theatres worldwide on March 19, 2026.
By launching the merchandise collection ahead of the sequel, Ajio and the film’s producers are extending the film’s universe into fashion, giving fans another way to connect with the story and its characters.
The Dhurandhar merchandise collection is now available exclusively on Ajio, bringing cinematic attitude, bold graphics and spy-thriller swagger straight into the wardrobes of fans.
