JWT bags creative mandate for Cello Pens, creates first TVC for Cello Exam Expert Range

The mandate was won following a multi-agency pitch. The ad shows how Cello pens help alleviate pressure during exam time

BestMediaInfo Bureau | Mumbai | March 1, 2017

Click on the Image to watch the TVC.

Cello Pens has awarded its creative mandate to J Walter Thompson India following a multi-agency pitch. The account will be handled by the agency's Mumbai office.

The agency has also created the first TVC for Cello Exam Expert Range that features three pens – Maxriter, Pin Point and Techno Tip.

With HSC exams already underway and SSC exams just around the corner, the campaign focuses on the undue pressure that children have to face during exam time.

The campaign starts in a class where the students are just about to begin an exam. The film focuses on a boy before whom different people from his life start to appear. The first is his mom who advises him to read the questions thoroughly before writing the exam, the next person to appear is his sister who warns him that he might lose his video games if he scores poorly in his exams. The third person to put in an appearance is the boy's friend who gives him grief for not studying chapter five. The film focuses on the fact while there are multiple pressures during exam time, only a few like Cello's Exam Expert Range of pens help alleviate that pressure.

Samarth Shrivastava

Commenting on the campaign, Samarth Shrivastava, Sr VP and Executive Business Director, J Walter Thompson, Mumbai, said, “Exams come with their own pressures. You have competitive friends, concerned parents and a whole lot of well-wishers wanting you to perform your best. Added to that is society that puts so much emphasis on writing the exams well for success. Our client at Bic-Cello believes that through their writing instruments, they must give students the finest writing experience in every way, ensuring top performance in all important exams. It's the one thing that takes the pressure off when the student puts pen to paper. And this forms the basis of our communication. We believe the entire theatrics around exam pressures has been captured through our communication while giving the RTB for Cello Exam Expert Range (Maxriter, Pinpoint and Technotip) performance on 'comfortable writing'.”

Tanveer Khan

On the use of humour in the campaign, Tanveer Khan, CMO, Bic, Cello India, said, “The pressure of doing well in exams is around the corner and we all know how stressful and weirdly funny exam time can be. The Cello Exam Expert campaign, like our campaigns in the past, uses humour to break the clutter. It reaches out to students in a fun and interesting way to boost their confidence. The campaign emphasis that people around you will say a lot of things but the key is not to feel the pressure.”

The  TVC:

Credits:

Client: BIC-Cello India

Agency: JWT, Mumbai

JWT Creative Team

CCO: Senthil Kumar

VP and ECD: Hanoz Mogrelia

Senior CD, Art: Rithwick Raghunath

Senior CD, Copy: Kashyap Joshi

Senior Copywriter: Mrunal Naik

Art Director: Brijesh Joshi

JWT Account Management Team

SVP: Samarth Shrivastava

AVP: Giridhar Bhat

Account Director: Geetanjali Sharma

Senior Account Executive: Paritosh Daryani

JWT Account Planning Team

Account Planning Manager: Jeenal Patel

Production Credits:

Production house: Milestone Productions

Director: Parag Kulkarni

Producer: Farid Khan

Info@BestMediaInfo.com

Info@BestMediaInfo.com