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ITC Classmate’s new TVC celebrates ‘uniqueness’ in every child
MUMBAI: It is at a tender age of 9-10 years that children first start interacting with a pen to write. This is also the time when they try to create their unique signature which is as unique as the individual. ITC Classmate‘s new TVC, focuses on this aspect of childhood. ‘Signature‘ which is the central theme of the new ITC Classmate commercial is all set to be aired on 2 July.
The new campaign is the next logical step in the communication continuum, taking forward the current brand campaign- ‘Because you are one of a kind.‘ The TVC has been conceptualised and created by Rediffusion Y&R and will be launched in two languages – Hindi and Tamil. While the Hindi TVC adorns lyrics penned by the legendary Padma Bhushan Gulzar, the Tamil TVC is embellished with lyrics penned by six times National Award winner Vairamuthu.
The theme campaign comprises three commercials of 60, 40 and 30-second durations. The TVC creatively amplifies a “Signature/Dastkhat”, which is almost the beginning of a new life stage – where the pen becomes a trusted honest companion, almost like an instrument of empowerment.
“Classmate has always endeavored to recognise, nurture and celebrate the uniqueness of every child. “We decided to take the concept of ‘uniqueness‘ forward by exploring what is that one thing in every child that is the most obvious manifestation of his/her own uniqueness,” ITC Stationary Business marketing manager Karan Kumar.
The ad is a simple insight into the way every child writes his/her name. “The ad concentrates on the unique signature that every child always wants to create, almost like a master-piece, developed after many rounds of secret iterations. This stands as an outward representation of every child‘s uniqueness. It is this powerful simplicity of the child‘s endeavor that we wanted to capture,” he informed.
“We are proud and happy that we have worked with Gulzar and Vairamuthu, both extremely acclaimed writers, to capture the powerful yet innocent emotions of children during this pursuit, in an extremely important life-stage.”
The film opens on Tara, a young girl who grows up in the hills. Standing on the cusp of childhood and adolescence as she does, Tara is earnestly trying to create her own unique signature – an identity that represents her and her unique individuality. While at it, she‘s very protective, almost zealously guarding her various iterations from everyone around her; it is almost her own very secret which she wants to reveal only once she has masterfully crafted it. She finally finds her inspiration at the local community festival where the swirls of ribbons set against all the festivities, inspire her to her final flourish.
The national television campaign will be supported extensively by digital and social media marketing; consumer activations and engagements, besides a slew of school connect programmes.
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Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
