The TVC opens on a tensed classroom, just before an exam. A nervous student starts imagining different members of his circle including his mother, sister and friend appearing and giving him tips, while also warning him that he better perform well. This last minute advice only ends up pressurising the kid further. Enter Cello’s range of pens which turns out to be dependable and helps the child write the exam comfortably, thus easing his pressure.
Students aged between 13-18 years, pan India
To make Cello Pens’ presence felt through the exam season, to reach out to students and highlight the Exam Expert range of writing instruments.
Similar to its campaigns in the past, the brand uses humour once again to break through the clutter and evokes a chuckle from the viewer by showcasing the theatrics around exam pressure. It also seamlessly integrates the product details of its Exam Expert range towards the end of the film, stressing on ‘comfortable writing’ provided by the pens.
Taking into account the ongoing exam period, Cello sure has its timing right, getting a headstart over competition with its advertising. Secondly, while showcasing the typical exam hall setting, it has tried to provide comical relief and chosen to highlight dependability as a plank instead of the same old propositions of smoothness of writing, durability, lasting impressions, etc.
Tone of Voice
Sure, it’s still an exam hall setting. The difference though, in Cello’s case, is its approach that doesn’t thrive on fear and instead chooses to dispel it and ease the tension amongst students.The pressure of doing well in exams looms heavy on children these days and ads in the category usually play on those emotions with shots of the pen running out of ink, time running out as the pen is not comfortable, etc.
But Cello breaks through with its simplicity and wit, reaching out to students in an interesting way to boost their confidence. It also works for the brand in a way, as it associates itself with positivity rather than scaremongering.
The ad scores on its strategic and creative insights. During the exam season, every family member, and other near and dear ones, has a piece of advice to offer about succeeding in the exam and performing well. The creative agency uses this insight tactfully, giving the unconventional exam setting a twist and packaging it all in a quirky and humourous way.
On the flipside, the category has long been associated with highlighting the usage of a pen only in classrooms. We understand that the range is an ‘Exam Expert’, but the narrative of exam pressures and pens playing the role of rescuer could evoke a ‘seen that before’ feeling. Creativity definitely plays a key differentiator here.