JWT wins creative mandate of Cello Pens

01 Mar,2017

By A Correspondent


Cello Pens has 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 ad campaign conceptualised 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.


Commenting on the campaign’s differentiated offerings, Samarth Shrivastava – Senior VP and 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’.”


Added Tanveer Khan, CMO – BIC – Cello India: “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!”


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