ITC Classmate launches new Hook Ball Pen

ITC Classmate, India’s No.1 notebook brand with an unmatched product quality and a strong commitment towards partnering with students in their journey of learning and development, has launched an all-new innovative Ball Pen called ‘Classmate Hook’. The pen’s uniquely designed clip enables its users to hook it to any lanyard, pouch, zip, or loop. ITC Classmate is one of the first brands in the country to launch a pen with this kind of design functionality. It is already amongst the top players in the gel segment with its Octane Gel range of pens & the new launch will see it making higher inroads in the ball segment as well.

As part of the launch, ITC Classmate has also released a TVC titled ‘Aapne Kahan Hook Kiya?’ (Hook it Anywhere) which stems from the consumer insight of losing/misplacing pens frequently. Featuring school children, the TVC lays emphasis on the unique proposition of the ‘Classmate Hook’ Pen which can be carried with ease & can be found by the user when he needs it the most. 

Speaking about the new product, Mr. Vikas Gupta, Chief Executive, Education and Stationary Products Business Division, ITC Limited, said, “ITC Classmate has been always committed to ensure consumer delight with its high-quality, innovative, and visually appealing products. Students are always on the lookout for tools which can make learning enjoyable while at the same time enhance their performance. Today’s generation is also in search of product propositions that position themselves as ‘smart and cool individuals’ among peers. ‘Classmate Hook’, a modern and trendy Ball Pen with a unique design functionality caters to this trend by adding to their style quotient and convenience, thereby becoming a smart choice for everyone.”

The pen has a 0.7mm tip offering a smooth writing experience and comes in two ink shade variants – Blue & Black. ‘Classmate Hook’ Ball Pens are available at all stationery outlets across the country and popular e-commerce platforms like Flipkart and Amazon.

Production House: Zig Zag Films
Director: Abhijit Sudhakar
Creative Agency: Ogilvy & Mather Private Limited