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ITC Classmate's new TVC celebrates 'uniqueness' in every child

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MUMBAI: It is at a tender age of 9-10 years that children first start interacting with a pen to write. This is also the time when they try to create their unique signature which is as unique as the individual. ITC Classmate‘s new TVC, focuses on this aspect of childhood. ‘Signature‘ which is the central theme of the new ITC Classmate commercial is all set to be aired on 2 July.

The new campaign is the next logical step in the communication continuum, taking forward the current brand campaign- ‘Because you are one of a kind.‘ The TVC has been conceptualised and created by Rediffusion Y&R and will be launched in two languages - Hindi and 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.

The theme campaign comprises three commercials of 60, 40 and 30-second durations. The TVC creatively amplifies a "Signature/Dastkhat", which is almost the beginning of a new life stage - where the pen becomes a trusted honest companion, almost like an instrument of empowerment.

"Classmate has always endeavored to recognise, nurture and celebrate the uniqueness of every child. "We decided to take the concept of ‘uniqueness‘ forward by exploring what is that one thing in every child that is the most obvious manifestation of his/her own uniqueness," ITC Stationary Business marketing manager Karan Kumar.

The ad is a simple insight into the way every child writes his/her name. "The ad concentrates on the unique signature that every child always wants to create, almost like a master-piece, developed after many rounds of secret iterations. This stands as an outward representation of every child‘s uniqueness. It is this powerful simplicity of the child‘s endeavor that we wanted to capture," he informed.

"We are proud and happy that we have worked with Gulzar and Vairamuthu, both extremely acclaimed writers, to capture the powerful yet innocent emotions of children during this pursuit, in an extremely important life-stage."

The film opens on Tara, a young girl who grows up in the hills. Standing on the cusp of childhood and adolescence as she does, Tara is earnestly trying to create her own unique signature - an identity that represents her and her unique individuality. While at it, she‘s very protective, almost zealously guarding her various iterations from everyone around her; it is almost her own very secret which she wants to reveal only once she has masterfully crafted it. She finally finds her inspiration at the local community festival where the swirls of ribbons set against all the festivities, inspire her to her final flourish.

The national television campaign will be supported extensively by digital and social media marketing; consumer activations and engagements, besides a slew of school connect programmes.

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