Smart library chatter in ITC Classmate's new TV campaign

Classmate, ITC's education and stationery products brand, has launched its latest TVC featuring cricketer Yuvraj Singh and actor Soha Ali Khan.

Rediffusion Y&R (Chennai) which handles the creative duties for Classmate, has conceptualised the commercial.

In a restricted environment like the library, where silence is of utmost importance, the protagonist in the TVC communicates with her friends using book titles. Hence, she does not break any rules of the library.

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Commenting on the TVC, Kishore Karumbaiah, Rediffusion Y&R Chennai said, "Stationery products are one of the most un-sung yet critical part of student life. Frequency of engagement with stationery products is perhaps one of the most vigorous amongst all product categories that this TG ordinarily interacts with on a daily basis. However outside of its physical performance, good stationery products must be anchored in brand thoughts that resonate with the TG - understand his anxieties and aspirations and encourage his potential to be all that he wants to be. A brand in this category can easily become one of the most trusted partner to the TG if it speaks to him about things that the TG is seeking reassurance on."

He added, "We toyed around with couple of familiar situations / scenarios that our TG could associate themselves with, before freezing on this particular one. The Library. Once the situation was set, the idea fell in place. The witty idea was to use book titles and pass the message across without harming the decorum of the library."

The TVC has been directed by Shujaat Saudagar of Ramesh Deo Productions.

Rediffusion Y&R plans to use cinema, radio, digital platform as part of above-the-line activities. Consumer engagement and contact programmes are also on the cards.

Credits
Project: ITC Classmate's TVC
Brief: Encouraging young minds to be original and think BIG.
Client: ITC ESPB
Creative agency: Rediffusion Y&R, Chennai.
National creative Director: Minakshi Achan, Sagar Mahabaleshwarkar
Creative director: Kishore Karumabaiah
Copywriter: Kishore Karumbaiah
Client servicing: Nachiket Sant
Production house: RDP (Ramesh Deo Productions)
Director: Shujaat Saudagar
Post-production studio: Pixion