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ITC Classmate campaign tells kids 'Because you are one of a kind'

The campaign created by Rediffusion to establish the new positioning of the brand breaks on air on June 21

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ITC Classmate campaign tells kids 'Because you are one of a kind'

ITC Classmate campaign tells kids 'Because you are one of a kind'

The campaign created by Rediffusion to establish the new positioning of the brand breaks on air on June 21

Ananya Saha | Delhi | June 19, 2012

publive-imageITC Classmate, the education and stationery brand from ITC, is set to roll out its new 'Because you are one of a kind' campaign. Targeted at schoolchildren as well as parents and teachers, the new Classmate TVC encourages children to nurture and successfully nurture their interests, talents and strengths. The TVC intends to bring an exceptional revolution in the category as it intends to change the mindset and give kids the freedom they need to nurture.

The campaign that breaks on air on June 21 is of 60-second duration, and will be followed by a campaign of three product-specific TVCs of 25, 20 and 20-second duration as part of second phase of the activity.

Karan Kumar, Marketing Manager, Education & Stationery Business, ITC, said, “This communication is rooted in the new brand positioning of Classmate – recognising and celebrating the uniqueness of every child. I believe this is an extremely powerful message that needs to be taken forward not just to children but also to their parents, teachers and other key influencers in their important life stage of educative years. All of us must encourage children in their exploration of their unique talents and skills, which they should be encouraged to nurture and become successful at.”

N Padmakumar, Chief Creative Officer, Rediffusion YR, said, “The client brief to us was to imbue the brand Classmate with a new and differentiated positioning. We together came up with a unique proposition for Classmate as the brand that celebrates the uniqueness of every child. Thereafter, our brief was to amplify this positioning with distinctive advertising.”

Padmakumar further explained, “The big brand idea for Classmate stationery, the unifying communication for all products, is in one word – 'Unclone'. The brand urges the audience, both parents and children, to encourage individuality, believe in uniqueness, and celebrate it. We have done this through thematic TVCs, followed by product TVCs, all echoing the same staunch belief. This will be supported by continuous consumer engagement programmes and retail inputs.”

The brand message will be amplified by various media including radio across all key cities. The national television campaign will be supported by digital and social media marketing, consumer activations, print ads and school connect programmes. The campaign will be split among TV, digital and social media marketing, and radio and other media in a ratio of 50, 25 and 25, respectively.

Kumar further said, “We have extensive plans for digital and social media marketing. Unique and customised content will be created specifically for the medium and these platforms will be extensively utilised during the course of the year – not just for breaking the campaign but also for various consumer engagement activities.”

The consumer activations and school connect programmes would focus on metros, Tier 1 and 2 cities. “For us, all geography is important as there are millions of people to whom this message needs to be taken to. The consumer engagement activity will seek to converse with diverse sections of the society in a comprehensive manner,” said Kumar.

The launch phase of the TVC is for a period of six weeks, followed by two more bursts of similar duration through this calendar year. The consumer engagement programmes and retail efforts would be constant throughout the year.

The TVC:

Credits:

Agency: Rediffusion YR

Client: Education & Stationery Business, ITC Limited

Brand: Classmate

Chief Creative Officer: N Padmakumar

Creative Head: N Padmakumar

Business Head: Shuvadeep Nag

Director: Kopal Naithani

Producer: Supriya Macwan

Production house: Rising Sun Films

Ananya@BestMediaInfo.com

Info@BestMediaInfo.com

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