Cello gives a surprise test to the parents to give them a taste of exam pressure
This is not the first time that the company is talking about the exam pressure. After winning the creative duties for the brand in 2017, JWT created the first spot for the brand which was also around exam pressure, but, it took a lighter way of passing the message
In yet another campaign that focuses on creating awareness about the exam pressure that kids go through, BIC Cello (India) has launched a short film trying to promote how encouragement works much better than ‘pressure’. While it is a perfect fit for the stationary brand that deals in writing instruments, there are many other brands who have taken up the baton to create awareness about the pressure that the students go through.
Recently, Mirinda and Tata Tea too tried to put the spotlight on the exam pressure that the kids undergo and suggested how parents can help releasing the pressure, instead of putting more. However, for Cello, it’s not the first time that the company is talking about the exam pressure. After winning the creative duties for the brand in 2017, JWT created the first spot for the brand which was also around exam pressure, but, it took a lighter way of passing the message.
OLD TVC of Cello:
The current TVC by the brand is aimed at illustrating the change of perception of parents in exams time after having taken their selves the same exam.
Tanveer Khan
“We understand the kind of stress that students go through during exams. While setting expectations for their children’s sake, parents at times unknowingly put pressure on their kids before exams, adding to their overall stress. Cello Pens has come up with the ‘surprise test’ campaign to highlight the crucial role that parents play during exam time. Their encouraging words make a lot of difference and have a great impact on children’s minds and hearts. Encouragement boosts their confidence and helps the child perform better,” said Tanveer Khan, Director, Marketing (CMO - India), BIC Cello.
The short film commences by portraying a scenario on how parents, unknowingly pressure their children to perform better. The campaign title ‘Surprise Test’, has a video where the parents of kids going to St Albertus High School are asked to take the same exam that their child is taking - 6th graders mid-term test. While taking the test, they experience the level of stress that their kids go through. They realise that their constant pressure on their kids to get good marks only leads to creation of extra stress. The surprise test leads to a change in their perception and belief that ‘Encouragement works better than Pressure’.
Hanoz Mogrelia
“Cello Pens has always stood for the all-rounded student performance. After last year’s Exam Expert TVC where we empathised with children facing exam pressures, this digital film was a natural progression. Not only was it great fun working on this brief for Cello Pens, it was also a matter of pride, standing beside them for this message. As a parent to thirteen-year-old kids, I completely believe in this message. At a time when kids face huge pressure as they go into exams encouragement works better than pressure, to spread an important message like this, so effectively, makes one feel really good,” said Hanoz Mogrelia, ECD, J Walter Thompson Mumbai.
This initiative is a part of Cello Exam Expert Series (Maxriter, Pinpoint & Technotip) that are designed to enable students to write for a longer time without pressure on their finger and wrist. The short film which has been launched digitally is directed by Abhishek Sengupta.
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