JWT India bags the creative mandate for Cello Pens

Cello Pens awarded its creative mandate to J Walter Thompson India following a multi-agency pitch. The account will be handled by the Mumbai office. The first TVC created is for Cello Exam Expert Range that features three pens – Maxriter, Pin Point, and Techno Tip.

The pressure of doing well in exams is heavy on kids these days, and in this scenario, it has become even more crucial to write fast, clearly, and comfortably, for a long time (nearly 3 hrs, exam after exam). The film talks to students who have to face pressure in many ways, from multiple people, while trying to excel in exams.

The ad campaign conceptualized and crafted by J. Walter Thompson, Mumbai, highlights how a good pen that offers comfort while writing can ease the student’s pressures while writing an exam.

Capturing the strategic insight, the campaign highlights how everyone (whether qualified or not) has some last-minute tip to excel an exam which doesn’t ease the situation for the kid but adds to the pressure.

The Cello Exam Expert Range TVC starts in a class where the students are just about to begin an exam. From here, different characters from in and around the kid’s life start appearing and giving him tips and tricks. The TVC captures various people in his life right from the people close to him like his mother, sister, and friend, to secondary influencers like neighbourhood aunty, tuition teacher and watchman who give last minute advice to excel but only end up pressurising the kid further.

The idea is to break through the clutter and showcase, in a very lucid manner, and with a touch of humour, how the Exam Expert Range pens with the Elasto Grip and Light-weight body help the kid write his exam comfortably and with great ease.

Commenting on the campaign’s differentiated offerings, Samarth Shrivastava – Sr. VP & Executive Business Director, J. Walter Thompson, Mumbai, said, “Exams come with their own pressures. You have competitive friends, concerned parents and a whole lot of well-wishers wanting you to perform at your best. Added to that is the society in our country which puts in so much emphasis on writing the exams well for success. Our client at BIC-Cello believes that through their writing instruments they must give students the finest writing experience in every way, ensuring top performance in all important exams. It's the one thing that takes the pressure off when the student puts pen to paper. And this forms the basis of our communication. We believe the entire theatrics around exam pressures has been captured through our communication while giving the RTB for Cello Exam Expert Range (Maxriter, Pinpoint & Technotip) performance on 'Comfortable Writing'.”

Tanveer Khan, CMO – BIC – Cello India said, “The Pressure of doing well in exams is around the corner and we all know how stressful and weirdly funny exam time can be. Cello Exam Expert campaign, like our campaigns in the past, uses humour to break the clutter. It reaches out to students in a fun and interesting way to boost their confidence. The campaign emphasis that people around you will say a lot of things but the key is not to feel the pressure. Take a deep breath, pick up your Cello pen and write your exam comfortably, and pressure free! We wish all our dear students across the country Best of Luck!”

Facebook link to the TVC: https://www.facebook.com/pg/CelloWriting/videos/?ref=page_internal


Client: BIC-Cello India

Agency: JWT, Mumbai


JWT Creative Team

CCO: Senthil Kumar

VP & ECD: Hanoz Mogrelia

Senior CD - Art: Rithwick Raghunath

Senior CD - Copy: Kashyap Joshi

Senior Copywriter: Mrunal Naik

Art Director: Brijesh Joshi


JWT Account Management Team

SVP: Samarth Shrivastava

AVP: Giridhar Bhat

Account Director: Geetanjali Sharma

Senior Account Executive: Paritosh Daryani


JWT Account Planning Team

Account Planning Manager: Jeenal Patel


Production Credits:

Production house: Milestone Productions

Director: Parag Kulkarni

Producer: Farid Khan 



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