Ad Campaigns
Classmate extends exciting AR technology to Brown Cover Notebooks
Mumbai: Classmate, India’s notebook brand with unmatched product quality and a strong commitment to partnering with students in their journey of learning and development, today launched the Augmented Reality (AR) Series for its Brown Cover Notebooks. The Classmate AR Notebooks aims to transform the brown cover notebooks which are non-differentiated due to its standard cover design. The new series integrates AR technology into the Notebook to create an interactive learning environment for students that is exciting, immersive and no longer boring.
Each Classmate AR Notebook features a QR code, granting students access to different AR modules. These AR Modules cover a wide range of topics, including marine life, space, mathematics, chemistry and much more. The modules are designed to ignite curiosity in young minds by making learning fun. With gamified elements integrated into the AR experience, students are encouraged to explore deeper into complex concepts enjoyably and engagingly.
Students can have experiences like a limitless ocean powered by augmented reality. They will learn about the marvels of the ocean, get to know vibrant sea life, and explore the brilliant and colourful underwater environment.
Speaking about the new Classmate AR Notebook, ITC Ltd chief executive of education and stationery products business division Vikas Gupta said, “Under Classmate’s innovative offering, the classic brown notebook has undergone a remarkable transformation, shedding its boring image to unveil a world of vibrant and colourful possibilities for students. It is like holding a notebook brimming with boundless wonders and knowledge. With the introduction of the Augmented Reality Series for Brown Cover Notebooks, Classmate reaffirms its commitment to making education a fun, enjoyable and immersive experience for students across India.”
The brown-covered notebook, though it comes with the advantage of not having to put additional covers and brings uniformity, lacks the exciting cover designs that students seek. That is why the new Classmate series has injected excitement into the conventional brown cover by integrating its pioneering use of AR technology in notebooks.
To create excitement among the students and convince them that brown is not boring, Classmate initiated a unique engagement by installing a life-size brown notebook cover over the glass façade of a 30ft long tunnel aquarium in the seafront of Mumbai at Bandra Carter Road in Mumbai, Maharashtra. As children and parents scanned the QR Code on the life-size brown notebook cover, they witnessed a magical transformation: the cover gradually unfurls, revealing an enchanting ocean world within, in the form of an aquarium. The engagement drew significant participation and created tremendous excitement among students and parents present at the event.
Amplifying the engagement in a digital campaign, the unique experience at Bandra was captured in a creative video along with the hashtag #Browncoverisnomoreboring. The video captures the excitement of children and parents as they experience the world of marine life through AR technology.
Apart from marine life, Classmate AR notebooks cover a wide range of topics, including space, mathematics, chemistry, physics and much more.
Classmate, India’s leading notebook brand, has been on a journey to make learning fun and engaging. Through a vast repository of designs and innovative features, Classmate has transformed regular notebooks into interactive learning tools. From including “Did You Know” sections and puzzles on the last page to launching DIY Origami notebooks, Classmate has consistently pushed the boundaries of crafting innovative and differentiated educational resources.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
