Windchimes bags the social media mandate for ITC's CLASSMATE

CLASSMATE, India’s #1 student notebook brand joins hands with Windchimes Communications one of India’s leading social media agencies to spread their unique brand message across all social media platforms. Being the lead paper & other stationery products brand under the ITC conglomerate, they aim to break new ground in their marketing strategy with their foray into the digital marketing sphere.  

 

With the help of Social Media, the brand chooses to target 2 sets of audiences – first, the never-before-targeted age group of children & teenagers from 13 to 19 year olds. Most brand in the country, have their TG set for the 18 year olds & above. And secondly, target teachers and young parents through an altogether different mix of digital & social media vehicles. The challenge before the brand therefore is that while its messaging needs to be both fun & responsible, it is also how it wants to take it across different digital & social media vehicle types, so that it remains effective across platforms.

 

The core campaign message is ‘Because you are one for a kind’. The aim of the campaign is to encourage exploration & nurturance of individuality among the target group of consumers and encourage them to be unique. The brand urges its audience to create a niche for themselves rather than trying to emulate someone else, in other words advocating becoming ‘first you’ rather than be ‘another somebody’. All social media activities planned, would tie in with this thought.  

 

Says Mr. Karan Kumar, Marketing Manager, ESPB, ITC Limited, “We realize both the power of & the unique demands the digital medium places on brand marketers, if one has to truly succeed on the medium. Therefore we are putting in place a dedicated & comprehensive digital marketing strategy for the medium – one that includes brand messages getting both uniquely crafted & scientifically implemented in the digital marketing space. And through a mix of digital & social media platform types, we seek to reach our brand messages to both our primary consumers & the key influencers (parents, teachers etc..) in their lives.”  

On this association, Mr. Nimesh Shah, Windchimes Communications said, “This is our second brand under the ITC umbrella & we are proud that they chose us as their social media partners. The stationery segment is a very exciting space and we intend to have a lot of action for Classmate in the coming months.”