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Cello shows that encouragement works better than pressure

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MUMBAI: BIC Cello (India), India’s leading manufacturer of writing instruments has launched a short film aimed at illustrating the change of perception of parents in exam time after having taken the same exam themselves.

The short film commences by portraying a scenario on how parents unknowingly pressure their children to perform better. Cello is aware of the fact that this will only create more stress and anxiety in the child’s mind. To reveal this truth, Cello Pens has come up with their campaign, Surprise Test.

In this video, the parents of kids going to St Albertus High School are asked to take the same exam that their child is taking - 6th graders mid-term test. While taking the test, they experience the level of stress that their kids go through. They realise that their constant pressure on their kids to get good marks only leads to the creation of extra stress. The surprise test leads to a change in their perception and belief that encouragement works better.

The short film has been launched digitally and is created by J. Walter Thompson (JWT), Mumbai and directed by Abhishek Sengupta.

BIC Cello director of marketing CMO India Tanveer Khan says, “While setting expectations for their children’s sake, parents at times unknowingly put pressure on their kids before exams, adding to their overall stress. Cello Pens has come up with the ‘surprise test’ campaign to highlight the crucial role that parents play during exam time. Their encouraging words make a lot of difference and have a great impact on children’s minds and hearts. Encouragement boosts their confidence and helps the child perform better.”

This initiative is a part of Cello Exam Expert Series which is manufactured keeping in mind the comfort of the students using it. Cello Exam Expert Series (Maxriter, Pinpoint & Technotip) are designed to enable students to write for a longer time without pressure on their finger and wrist.

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