A brand new TVC that represents the ‘Art of being Smart’
Mumbai, May 24, 2016: Schools are about to reopen and the excitement to flaunt brand new notebooks, erasers, pens and crayons are setting in. Today’s young generation is constantly trying to stand out and accomplish different creative challenges. And to help them achieve this, Navneet Education Ltd has announced the launch of its new stationery brand for paper and non-paper stationery vertical – Youva- The Art of Being Smart. To reinforce the attributes of the brand, Navneet Education Ltd has adopted a 360-degree integrated marketing campaign, which includes a new TVC as well as extensive digital activations, targeting the brand’s core target audience. The TVC will be aired from Sunday, May 29, 2016.
In today’s digital day and age, students spend a good part of their day on social media (sharing images/videos, talking to each other, making new friends and expressing their opinion on current news. Social media plays a very important medium used by the youth to communicate. The new campaign taps into this element which has become an integral part of the lives of the young generation. The campaign shows how students in a college are initially unhappy by the ban imposed on access to social media use in the college. But with smart thinking, and using the Youva range of stationery as a tool, they come up with an idea which allows them to have the same social media experience, even when they are not online. They stay within the boundaries, yet they don’t stop having fun. The entire stationery range of Youva allows them to come out winners. Even the principal (who was the one to impose the ban) acknowledges their smart thinking.
Commenting on the Campaign of Youva, Mr. Shailendra Gala, Director – Stationery Division, Navneet Education Limited said, “Navneet has always been striving towards helping the young generation achieve their aspirations as they represent the future. The launch of Youva reinforces this ideology as we aim to help youth achieve their objectives and aspiration. This also reflects in the new TVC which has been appropriately designed to resonate with today’s youth and their likes and preferences. We hope that the TVC is appreciated by our audience and Youva products are well received as all our other products.”
Under the paper stationery category, Youva will include long books, note books, drawing books, practical books, casebound books, scrap/project books, craft papers, paper rolls. While the non-paper segment will comprise of pencils, erasers, sharpeners, geometry boxes, rulers, crayons, oil pastels, plastic crayons, synthetic & white glue. Youva branded products under both the categories will be available across India at all leading book and stationery stores.
Link to view TVC: https://www.youtube.com/watch?
Head of agency (strategy and planning): Pankaj Acharya
Creative Director: Aniruddha Barde
Account Management: Udit Mande
Creative team: Purple Focus
Production House: Hello Robot
Director: Amit GuptaProducer: Kitisha Gaglani