ITC's Classmate rolls out its new campaign with "Signature" as the central theme

ITC’s Classmate is rolling out its new TVC campaign with "Signature" as the central theme, all set to go on air from 2nd  July, 2013. This is seen as the next logical step in the communication continuum to take forward the current brand campaign - “Because you are one of a kind”. The TVC conceptualized and created by Rediffusion Y&R will be aired in two languages - Hindi & 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.

Targeted at school children, parents and teachers, the TVC creatively talks about a “Signature / Dastkhat”, which is as unique to an individual as the individual himself.  Children around the age of 9 – 10 years seriously start interacting with a pen for almost the first time when they are allowed to use it in school. They secretly start practicing the creation of their signature which is the ultimate outward representation of his or her unique identity. It is almost the beginning of a new life stage – where the pen becomes a trusted honest companion, almost like an instrument of empowerment. The new Classmate TVC encourages children to nurture & celebrate their uniqueness through their very own signature. It is touted to bring an exceptional revolution in the category as it intends to change the mindset and give a kid the freedom to express his/her unique identity.

The TVC campaign that breaks on air on 2nd  July is of 60-second durations. The national television campaign will be supported by digital & social media marketing, consumer activations, print ads and school connect programmes.

Below are the campaign credits, YouTube and WeTransfer link to the TVC.
Campaign Credits:
Client

Company: ITC Limited

Business: Education & Stationery Products Business

Brand: Classmate (Pens)

Chief Executive: CS Das

Head of Sales & Marketing: Nripendranath Thakur

Marketing Manager: Karan Kumar

Brand Managers: Himavan Singh Dahiya & Varun Goel

Production House

Production House: Finger Print Films

Director: Rajesh Mapuskar

Director Of Photography: Jason West

Lyrics: Gulzar

Music Director: Dhruv Ghanekar

Producers: Madhukar Kotian, Allan D'souza, Geeta Laxman

Agency - Creative

Creative Agency: Rediffusion-Y&R

Chief Creative Officer & Vice Chairman: Sam Ahmed National

Creative Director: Komal Bedi Sohal

Creative Head: Sneh Nihalani

Creative Partner: Khalid Khatri

Agency - Planning

Chief Strategy Officer: Gautam Talwar

Planning Head: Kavita Kailas

Agency - Account Management

Branch Head: Shuvadeep Nag

AVP & Chief of Staff: Kalyani Srivastava

Brand Partner: Shruti Chadha