Classmate turns study excuses into game time

Classmate has launched eduGAMES Infinity—a gamified notebook that seamlessly blends play with education. With this offering, the notebooks brand is making learning more interactive, rewarding, and immersive than ever before. Accompanying this launch is a TV and digital campaign, highlighting the power of gamification in education and how it rekindles the pure joy of learning.

Children have always found creative ways to avoid studying—be it a sudden stomach ache or an urgent trip to the toilet. But with Classmate eduGAMES Infinity, learning becomes an exciting experience rather than a chore. The brand’s latest TV ad brings this transformation to life through humorous and relatable scenarios.

Speaking on the campaign, Vikas Gupta, chief executive—education and stationery products business division at ITC Ltd., said, “We all cherish the memories of flipping to the last page of our notebooks—scribbling our dreams, solving puzzles, or playing simple games with friends. That space represented curiosity, creativity, and the fun side of learning. With eduGAMES Infinity, we’re keeping that spirit alive—but in a way that resonates with today’s digital-native students.”

The campaign opens with an 11-year-old boy who, after a brief play session, surprises his parents by saying, “Ek ghanta khel liya, ab mein padhaai kar lu?” (I have been playing for over an hour, let me study now.) This sets the tone for a series of moments where kids, once full of study excuses, now eagerly engage in learning.

Srijan Shukla, executive creative director at Ogilvy India, shared his insights on the campaign's conception. "The idea behind eduGAMES Infinity stemmed from a simple yet profound truth—kids love to play, and play is an incredible medium for learning. We wanted to rekindle the charm of the last page of a notebook but with a digital upgrade that keeps students engaged in a fun, educational way. The campaign brings this idea to life with humour and nostalgia, making the learning experience truly memorable."

As the ad unfolds, children interact with their Classmate eduGAMES Infinity notebooks, scanning QR codes that unlock a world of interactive games and quizzes. The film closes with a message—"Ab bacche seekhne ke bahane denge" (Now children will look for excuses to study)

For generations, the last page of a Classmate notebook has been more than just ‘paper’—it’s been a playground for creativity, from tic-tac-toe battles to hand-drawn mazes. Now, the company is reviving that nostalgia with a tech twist.

With eduGAMES Infinity, students can scan a QR code to access 11 interactive logic-based challenges, enhancing verbal, mathematical, and critical thinking skills. They can play daily puzzles, compete on leaderboards, and earn rewards—all while reinforcing fundamental literacy and numeracy skills in line with NEP 2020.

As digital adoption among students rises, Classmate is proactively integrating technology into learning. Studies reveal that 83% of children aged 10 to 14 use digital devices for education, while 90% of teenagers between 17 to 18 are frequent smartphone users.

Recognising this shift, Classmate introduced AR-enabled notebooks in 2022 and now, with eduGAMES Infinity, expands its presence in the digital learning space. The platform ensures controlled screen time, with games lasting just five to ten minutes, making digital engagement purposeful and balanced.

The QR-based gamified experience fosters interactive education while maintaining focus on learning outcomes. With 55% of its product portfolio integrating tech-enabled learning, Classmate continues to redefine student engagement in the digital age.

Campaign’s take: For decades, children have honed the fine art of dodging homework—cue the mysterious tummy aches, desperate loo breaks, or sudden urges to clean their rooms. But Classmate’s latest move flips the script. With eduGAMES Infinity, studying is no longer the villain in the story—it’s the game they can’t wait to play.

Conceptualised by Ogilvy India, the new campaign leans into humour, showing kids who once mastered the ‘5 more minutes’ act now voluntarily diving into logic puzzles. The ad plays out with cheeky realism: a boy says he’s played enough and wants to study—setting off parental alarm bells for all the right reasons.

At the heart of it is nostalgia—Classmate’s famed last page has long been a canvas for doodles, games, and quiet rebellion. Now, it’s gone digital. With QR codes unlocking short, NEP-aligned challenges, students can test verbal, numerical, and critical thinking skills in snackable bursts.

For brands and marketers, gamification isn’t a gimmick—it’s a bridge. By merging tech with tactile experiences, Classmate is tapping into a digital-native generation’s instincts while maintaining focus on learning outcomes. It’s not just about edtech—it’s about smart storytelling, relevance, and rethinking the ‘why’ behind the work.