ITV

Tag: Cello

  • Cello shows that encouragement works better than pressure

    Cello shows that encouragement works better than pressure

    MUMBAI: BIC Cello (India), India’s leading manufacturer of writing instruments has launched a short film aimed at illustrating the change of perception of parents in exam time after having taken the same exam themselves.

    The short film commences by portraying a scenario on how parents unknowingly pressure their children to perform better. Cello is aware of the fact that this will only create more stress and anxiety in the child’s mind. To reveal this truth, Cello Pens has come up with their campaign, Surprise Test.

    In this video, the parents of kids going to St Albertus High School are asked to take the same exam that their child is taking – 6th graders mid-term test. While taking the test, they experience the level of stress that their kids go through. They realise that their constant pressure on their kids to get good marks only leads to the creation of extra stress. The surprise test leads to a change in their perception and belief that encouragement works better.

    The short film has been launched digitally and is created by J. Walter Thompson (JWT), Mumbai and directed by Abhishek Sengupta.

    BIC Cello director of marketing CMO India Tanveer Khan says, “While setting expectations for their children’s sake, parents at times unknowingly put pressure on their kids before exams, adding to their overall stress. Cello Pens has come up with the ‘surprise test’ campaign to highlight the crucial role that parents play during exam time. Their encouraging words make a lot of difference and have a great impact on children’s minds and hearts. Encouragement boosts their confidence and helps the child perform better.”

    This initiative is a part of Cello Exam Expert Series which is manufactured keeping in mind the comfort of the students using it. Cello Exam Expert Series (Maxriter, Pinpoint & Technotip) are designed to enable students to write for a longer time without pressure on their finger and wrist.

  • Cello’s mother-daughter campaign strikes an emotional chord

    Cello’s mother-daughter campaign strikes an emotional chord

    MUMBAI: The new ‘Main aur Maa’ film released by home ware brand Cello has set the digital space abuzz. The film tugs at viewers’ heartstrings with its portrayal of a mother’s unconditional love for her daughter. Hitting all the right emotional chords, it builds around the theme of ‘Companion for Life.’

     

     

    The digital brand campaign has been conceptualised and executed by Eggfirst Advertising.

     

    Cello World director Gaurav Rathod says, “Since conception, Cello as a brand, has been the torch-bearer for the woman of substance. As India gallops towards the new, mobile internet-driven scheme of things, certain things will forever remain unchanged, foremost being the transcendent mother-daughter bond. The film has beautifully captured the myriad nuances of the bond.”

     

    Eggfirst Advertising SVP Ashish Banka adds, “Home ware communication we have witnessed so far, doesn’t cross certain boundaries. Taking a cue from today’s generation – people have gotten busy with their individual lives, while letting crucial relationships flounder and stagnate; most young people do not realise the value of key relationships in their lives – this gave us an opportunity to bring to the fore the concept that there still exist relationships that are living embodiments of a ‘Companion for Life’. We have envisaged Cello as the quantifiable equivalent of a trusted companion in the modern woman’s hectic life, the one companion that will never fail her even when the pace of life gets too hot to handle. The film showcases a sublime emotion- the selfless love of a mother for her daughter.”

     

    The video has already touched half a million views on both Facebook and YouTube combined, within a span of four days.