Mumbai: Nataraj, a legacy brand under the iconic Hindustan Pencils umbrella, has crafted a new campaign for their Gelix pens, known for their superior quality and innovation in writing instruments.
Equipped with advanced Japanese waterproof ink, Gelix pens enhance the writing experience with smoothness, precision, and a smudge-free performance. The quick-drying formula ensures each stroke remains crisp and clear, avoiding smears even in humid or rainy conditions. Gelix pens glide effortlessly on paper, offering a controlled flow that resists fading, bleeding, or blotting, keeping your writing neat every time.
The brand has launched a compelling print advertisement with the bold statement, “The only thing that doesn’t get washed away by Mumbai rains,” capturing the pen’s smudge-free writing promise during monsoon season.
Building on the print ad’s impact, the campaign features a CGI video set against Mumbai’s iconic landmarks. The visual centers on a paper boat sailing through waves with Nataraj Gelix Pens writing smoothly on its sail. The boat moves past landmarks like the Gateway of India and the Bandra-Worli Sea Link, showcasing the pen’s resilience and precision. Despite water splashes and rain, the writing remains clear, highlighting the pen’s smudge-free performance in challenging weather conditions.
The campaign also includes a billboard series placed throughout the city, emphasizing the pen’s reliability and durability, even in heavy Mumbai rains. The ad campaign is created by Ogilvy, with OOH advertising managed by Occtagon Media Networks and CGI work by Elevite Media.
“We are excited to introduce this comprehensive campaign, which encapsulates the essence of what Nataraj Gelix Pens stand for—innovation, reliability, and unmatched quality. Through this campaign, we aim to demonstrate how our pens deliver flawless writing experiences, even under the most challenging conditions, like monsoon season. Nataraj Gelix Pens are more than just writing instruments; they are a testament to our commitment to excellence,” said Hindustan Pencils president Pradip Ughade.
Nataraj Gelix Pens demonstrate the brand’s commitment to providing high-quality writing instruments that combine tradition with innovation. Focused on delivering a flawless writing experience, Nataraj sets new industry standards. The latest CGI campaign reflects this dedication, highlighting how Gelix Pens perform effectively even in challenging conditions.
Mumbai: Apsara, the flagship brand of Hindustan Pencils, has launched its new brand identity and packaging design. This transformation aims to redefine Apsara’s market presence with a fresh look that reflects the brand’s commitment to quality and innovation.
Since its inception in the 1960s, Apsara has become a well-known name in stationery, elevating the simple pencil into a symbol of excellence. Through campaigns like “Extra Marks for Good Handwriting,” Apsara has set standards for students and professionals alike. Today, Apsara continues to innovate, demonstrating the impact of a well-designed product.
Apsara has consistently updated its logo and packaging to maintain relevance. The latest rebranding modernises the typeface while preserving its recognition. This update introduces a unified visual identity across all product lines, including art materials, gifts, and stationery, bringing consistency to the brand’s overall presentation.
In this revamp, a turquoise shade has been selected as the primary brand color, unifying Apsara’s diverse product range under a single identity. For the pencil and related categories, where Apsara has a strong legacy, subtle adjustments were made to preserve familiar visual elements and the existing color palette. The art materials and gifting segments now feature a bold yellow color scheme, improving shelf visibility and making it easier for customers and retailers to recognise the products.
“Our new packaging is a testament to our dedication to delight consumers with designs that are as exceptional as our products,” stated Hindustan Pencils president Pradip Ughade. “This revamp not only enhances the customer experience but also strengthens Apsara’s market presence across a broader spectrum of products.”
The agency behind the revamp – Almond Branding founder Shashwat Das added, “This transformation solidifies Apsara’s leadership in the market. The refreshed identity resonates with both our loyal customers and new audiences, reinforcing Apsara’s influence in the stationery and art materials markets.”
Apsara continues to set industry benchmarks with its innovative approach and unwavering commitment to quality. The refreshed branding embodies the company’s vision of evolving with market trends while upholding the core values that have defined Apsara for generations.
Mumbai: Hindustan Pencils, the creative force behind iconic stationery brands Apsara and Nataraj, is delighted to announce an exciting collaboration with Marvel, with the launch of ‘Apsara – Marvel Avengers Kit’. With a storied legacy of over 65 years, Hindustan Pencils continues to be a trailblazer in the stationery industry, recognised for its unwavering commitment to quality and innovation.
The ‘Apsara – Marvel Avengers Kit’ is a captivating fusion of creativity and Marvel fandom, meticulously designed to capture the hearts of young Marvel fans. Ideal for gifting and everyday use, this kit is set to become a cherished possession for school-goers and fans of the iconic superheroes, Marvel’s Avengers.
This kit includes two pencils adorned with vibrant designs featuring fan favourites like Iron Man, Captain America, Hulk, Thor, and a design featuring the Avengers team. The set also includes an eraser featuring the Avengers, intricately crafted to resemble iconic symbols such as Captain America’s shield. Completing the ensemble is a precision-designed sharpener, ensuring convenience and accuracy in every stroke. Together, these products offer a comprehensive stationery collection for Marvel fans.
In alignment with Hindustan Pencils’ commitment to quality and affordability, the “Apsara – Marvel Avengers Kit” is attractively priced at an MRP of Rs 30/-, ensuring accessibility for a wide range of consumers.
Hindustan Pencils president Pradip Ughade expressed excitement about the collaboration, stating, “We are thrilled to collaborate with Marvel to launch our latest creation, the ‘Apsara – Marvel Avengers Kit.’ This collection aims to spark creativity and imagination among young Marvel fans, providing them with high-quality stationery essentials.”
The ‘Apsara – Marvel Avengers Kit’ is now available for purchase, offering an exciting opportunity for fans to add a touch of superhero flair to their stationery collection.
Mumbai: In celebration of the profound influence of Indian modern art, Apsara, a flagship brand under Hindustan Pencils, stands as a steadfast pillar for emerging artists. Through its unwavering commitment, Apsara has become synonymous with championing the creative endeavours that shape the vibrant culture of the Indian art scene. As a part of this mission enduring support is lent to the renowned Prafulla Dahanukar Art Foundation (PDAF).
Established in 2014 by the late Dilip Dahanukar in loving memory of his wife, Prafulla Dahanukar, PDAF embodies a legacy of nurturing burgeoning talent within the Indian artistic landscape. Prafulla Dahanukar’s generosity and unwavering commitment to nurturing young artists remain an enduring source of inspiration, casting a legacy that transcends generations and deeply resonates within the artistic community.
Since its inception, PDAF has remained unwavering in its dedication to providing a dynamic platform for artists from diverse backgrounds to showcase their talents. In 2019, Hindustan Pencils partnered with PDAF, extending support through various avenues, including grants and prizes, to empower aspiring artists across the nation.
Hindustan Pencils president Pradip Ughade stated “We, at Hindustan Pencils, have consistently championed emerging artists through various initiatives, and our Brand Apsara is partnership with PDAF exemplifies our unwavering commitment to this cause. This collaboration is yet another testament to our ongoing efforts to nurture creativity and provide aspiring talents with the support they need to thrive”
Together, PDAF and Apsara along with others have embarked on a transformative journey, igniting the flames of creativity and providing a nurturing ecosystem for emerging talents to flourish. This collaborative effort underscores a shared commitment to honouring Prafulla Dahanukar’s enduring legacy, as both entities continue to serve as catalysts for innovation and guardians of artistic expression in India.
Exhibition details are as follows:
Kalanand 2024 is presented at the Dr. Bhau Daji Lad Museum, Mumbai, in collaboration with the Prafulla Dahanukar Art Foundation.
The exhibition will be on view from 5 – 24 March 2024, 10:00 am to 5:30 pm. Closed on all Wednesdays.
Mumbai: Hindustan Pencils, the driving force behind the iconic Nataraj and Apsara brands announced the debut of Nataraj Hidey Pencils on Republic Day. This revolutionary addition symbolises a heartfelt tribute to the brave men and women of our armed forces.
Meticulously crafted with precision and innovative design, these pencils distinguish themselves in the market with a unique feature – a camouflage design complemented by dark writing capabilities. Across utility wear, street fashion, and beyond, camo print’s enduring history and versatility seamlessly blend ruggedness with refinement, introducing surprise and creativity to familiar spaces.
As part of the launch, Nataraj is organising a captivating handwriting competition in schools across Mumbai aimed at actively engaging the students, creating enthusiasm around the distinctive qualities of Nataraj Hidey Pencils.
“We take immense pride in introducing Nataraj Hidey Pencils, a tribute to our armed forces and a testament to our commitment to innovation and quality,” said Hindustan Pencils president Pradip Ughade. “The exceptional combination of a camouflage design along with an emphasis on dark writing transforms these pencils into more than just writing tools.”
In addition to the handwriting competition, Nataraj recently showcased the product at the Paperworld exhibition as a soft launch. This strategic approach allowed the brand to present Nataraj Hidey Pencils to a global audience, gaining valuable insights in the process.
Mumbai: Hindustan Pencils, a leader in the stationery industry and the driving force behind iconic brands like Apsara and Nataraj, had geared up to infuse the sixth Krazy Kids Karnival at Nesco grounds in Goregaon from 26 to 28 January 2024 with a wave of creativity. With an expansive stall, Hindustan Pencils aimed to enchant young minds through a variety of engaging activities and captivating product display
The stall was ingeniously divided into two zones, both promising a unique and entertaining experience. In the Art Zone, children had the opportunity to explore their artistic potential with Hindustan Pencil’s extensive range of high-quality art materials. From vibrant colored pencils to innovative drawing tools, this space served as a haven for budding artists, fostering creativity and self-expression.
Kids were enchanted as they participated in the “Create Magic with Matt Magic” activity, crafting art and crafts with Matt Magic pencils. The Matt Magic longest shaving contest promised friendly competition, showcasing skills in a fun and engaging manner. The elegant Absolute Pencil Stand was on display, a must-have accessory for every young artist.
Additionally, Hindustan Pencils also officially launched Apsara Marvel Avengers and Nataraj Hidey pencils, adding an exciting touch of innovation to the stationery collection.
Hindustan Pencils president Pradip Ughade said, “As we stepped into the vibrant world of the 6th Krazy Kids Karnival, we, at Hindustan Pencils, were delighted to ignite the spark of creativity that resides within every child. Apsara and Nataraj stood as testament to our commitment to fostering innovation and imagination. Through engaging activities and captivating displays, we invited families to join us on this journey of discovery and self-expression. At Hindustan Pencils, we believe in the power of creativity to shape young minds, and we were thrilled to be part of an event that celebrates the boundless potential of every child.”
Hindustan Pencils, with its rich legacy of inspiring generations, is committed to providing a platform for continuous engagement, entertainment, and education. The sixth Krazy Kids Karnival promised to be an unforgettable experience for children and families alike, as Hindustan Pencils ignites the spark of creativity in every young heart.
Mumbai: Hindustan Pencils along with their brands Apsara and Nataraj, in the cutthroat stationery industry. With a remarkable 65 year legacy, the brand revels in its relentless groundbreaking innovation. Since its inception in 1958, the company has demonstrated an enduring commitment to providing quality stationery products dominating six and a half decades by enriching lives through unapologetic creativity and unassailable education.
Nataraj and Apsara brands in the stationery industry secured their status through a combination of strategic factors. Foremost is their unwavering commitment to innovation, consistently introducing groundbreaking products that set industry benchmarks. The Apsara Absolute Pencil, with its unmatched strength, and the Apsara Matt Magic Pencil, with its sleek design and vibrant shavings, exemplify this commitment.
Moreover, both brands display a keen understanding of evolving consumer needs. Apsara eco-friendly initiatives, such as the Apsara Soyfun Crayons made from soybean oil, appeal to environmentally conscious consumers. The Apsara Disney Pencil Range establishes an emotional connection with young learners and Disney enthusiasts, broadening the brand appeal. Nataraj, with products like the Nataraj Fluro Pencils and the Nataraj Gelix Gel Pen, caters to a wide audience, including students and professionals, emphasising quality and performance. The Nataraj Left Hand Sharpener reflects inclusivity, addressing the specific needs of left-handed individuals.
In essence Nataraj and Apsara brands can be attributed to their blend of innovation, consumer understanding, eco-conscious initiatives, inclusivity, and strategic partnerships with educational institutions, all of which collectively contribute to their unrivalled position in the stationery industry.
Hindustan Pencils president Pradip Ughade said, “Over the past 65 years, Hindustan Pencils has been an integral part of consumers’ lives. We keep our consumers at the heart of everything we do. Our success and longevity can be attributed to our relentless focus on innovation, superior quality, and an unwavering commitment to customer satisfaction. We are immensely proud of our achievements and look forward to many more years of providing the best stationery solutions to our consumers.”
HPPL has seamlessly been able to blend innovation and design with continuous research and development through Natraj and Apsara’s product offerings further enhancing their position in industry.
For more information about Hindustan Pencils and its range of stationery products, visit www.hindustanpencils.com.
Mumbai: Hindustan Pencils, a pioneer and leader in the stationery industry and is also the proud home of renowned brands like Nataraj and Apsara. The brand is all set to infuse the festive spirits of Durga Pujo with an array of engaging activities and enticing product displays. The grand event is taking place from October 18th to 24th, 2023, at Singhi Park Sarbojonin, Kolkata, along with other prominent locations in Chennai and Bangalore.
In Kolkata, the celebrations will unfold at the Singhi Park Sarbojonin, Garihahat. Last year’s festivities witnessed a remarkable footfall of approximately 60 lakhs during the final four days, as reported by local law enforcement.
Hindustan Pencils has thoughtfully curated a thrilling lineup of activities to captivate visitors during the Durga Pujo festival.
Marvel Avengers selfie stand: Express your admiration for the most powerful superheroes on Earth by taking a selfie with the Marvel Avengers cut-out at the booth, posting it on your Facebook or Instagram profile, and tagging Apsara.
Product display: Hindustan Pencils will proudly showcase their diverse range of products, providing visitors with the opportunity to explore and acquire their favorite stationery items.
Brand love wall with Apsara Notebook: A creative display featuring an Apsara notebook page print wall will serve as a backdrop to the stall. Visitors can share their stationery-related memories or express their fondness for the brand on sticky notes, fostering a sense of community and nostalgia.
Free sampling: Each visitor will receive a complimentary Apsara Wondertip ball pen, allowing them to experience the superior quality of Hindustan Pencils’ products firsthand.
Matt-magic pencils shaving activities: A fun and exciting contest to engage children and introduce them with the magic of innovative product Matt Magic pencils. Participants will be provided with a Long Point Sharpener and a Matt Magic pencil for a fun-filled shaving contest, promoting skill and creativity. Winners will be provided with exciting prizes like Apsara Marvel Avengers power pack.
In addition to Kolkata, Hindustan Pencils is actively embracing the festivities in Chennai and Bangalore:
1. Chennai Event (October 20th to 24th): In Chennai, the organizers have arranged a drawing competition for four age groups – up to 6 years, 7-12 years, 13-18 years, and 19 years & above. Three winners from each group will be awarded Apsara Hampers. Hindustan Pencils’ product display stall will also be a highlight of this event.
Venue: South Madras Culture Association
Old No.11A / New. 43, CGE HOUSING COLONY, Beach Rd, T. K, Thiruvanmiyur, Chennai, Tamil Nadu 600041
2. Bangalore Event: Hindustan Pencils will be showcasing their extensive product range throughout the event.
Venue: Sorrba Durgotsob, Swarnamukhi Hospital Ground, Beside St. Peter School, Sarjapur Road, Bengaluru 560102
The Hindustan Pencils is aiming to create a delightful and memorable experience for all visitors.
Mumbai: As the nation prepares to celebrate Teacher’s Day, Hindustan Pencils, India’s leading stationery creator, is proud to announce a heartwarming initiative that pays tribute to the invaluable contributions of educators in shaping the future of our society. The Hindustan Pencils “Thank You Teachers” campaign is set to light up classrooms across India, celebrating the unwavering dedication of teachers and their remarkable impact on the lives of students.
Recognised for its commitment to education and fostering a culture of gratitude, Hindustan Pencils is set to host a series of events across 2,000 schools across the country from 1 to 10 September 2023. The “Thank You Teachers” campaign aims to bring students and teachers together. Acknowledge each other’s role played in the eternal journey of learning.
The highlight of the campaign is “Nataraj Thank You Teachers Kit, a special gift designed to convey students’ heartfelt thankfulness to their teachers. This kit, meticulously curated by Hindustan Pencils, encapsulates the essence of gratitude and respect that students hold for their educators. The kit serves as a token of appreciation, symbolizing the profound impact that teachers have on their students’ lives.
The “Thank You Teachers” campaign is poised to reach out to approximately 20,000 teachers, touching their lives with the warmth of acknowledgement and recognition. Hindustan Pencils believes in the power of these small yet significant gestures that have the potential to uplift spirits and strengthen the teacher-student bond.
Hindustan Pencils president Pradip Ughade said, “Teachers play a pivotal role in shaping the future of our nation. Their dedication and determination often go unnoticed. With the ‘Thank You Teachers’ initiative, we aim to recognise their efforts and express our heartfelt gratitude for making a difference in the lives of countless students. This campaign is a tribute to their commitment, compassion, and the smiles they bring to the toughest job in the world.”
As the calendar turns towards September, Hindustan Pencils invites everyone to join in this celebration of teachers and their immeasurable contributions. Let us come together to show our appreciation and acknowledge the teachers who inspire, educate, and guide us with a smile on their faces.
Mumbai: Hindustan Pencils Pvt Ltd (HPPL), the renowned Indian manufacturer of writing materials and stationery items, established in 1958, is taking all the essential steps to safeguard innocent people from fake job scams. In recent times, the company has observed with concern the proliferation of fraudulent job offers falsely attributed to its iconic brands Nataraj and Apsara.
These scammers are fraudulently impersonating HPPL’s legitimate representatives. They misuse HPPL’s registered office address as well as images of their personnel to cheat innocent and unsuspecting individuals into supposed work-from-home pencil packaging job opportunities through various digital media including Google, LinkedIn, WhatsApp and other online platforms. These misleading offers have led to unfortunate instances where innocent job seekers fall victim to scams, losing money and trust.
Being the pioneers in manufacturing pencils & other stationery items since the year 1958 through advanced technology, HPPL has never authorised any such employment offers of work-from-home pencil packing jobs. HPPL would like to bring to the notice of all job aspirants and the general public that recruitment in HPPL is carried out through a well-established selection process. It is clarified that no websites or agencies have been authorized by HPPL either to show vacancy positions on its site or to accept any application for recruitment on behalf of HPPL. They also refrain from requesting any payment from job seekers under any circumstances. Therefore, any job postings that require money in exchange for a work-from-home pencil packing job are false, fake & bogus.
Furthermore, all Nataraj and Apsara pencils are manufactured and packaged with state-of-the-art automated machinery in robust manufacturing units across India.
The company is committed to maintaining transparency and protecting the interests of its consumers and the public at large.
In response to these alarming developments, Hindustan Pencils has undertaken the following vital initiatives:
Legal Action: Hindustan Pencils has taken a strong stance against these scammers and filed a First Information Report (FIR) to initiate legal proceedings against those responsible for propagating these fraudulent job offers.
Awareness Video: Dubbed & uploaded videos in 10 key Indian languages Hindi, Assamese, Bengali, Gujarati, Marathi, Tamil, Kannada, Malayalam, Telugu and Maghai The company has circulated awareness videos through social media channels to educate the public about these fraudulent job scams. The video underscores the importance of verifying job offers through official channels to avoid falling prey to scams.
To date, HPPL is vigilant in tracking fake advertisements on Facebook and has successfully taken down 991 pages carrying fake pencils packing job work from home. They have also successfully taken down 11 pages carrying fake pencils packing job work from home on the IndiaMART portal.
Communication Outreach: Alongside law enforcement authorities, Hindustan Pencils is engaging with consumers across India through emails, telephone calls, 24 x 7 automated response on board line & consumer care number response through manually operated customer care executive to highlight the menace of the fraudulent packaging job scam to help protect public interests.
HPPL is also keeping a close eye on various advertisements published in print media under the classified column and communicating directly with publications disclaiming any such job offers and has also published cautionary notices in the newspaper where such fake job offer advertisements were published.
Over a span of time, even scammers have adapted and refined their methods of operation. Advertisements are now being disseminated without explicit mention of any particular brand name. On a regular basis, HPPL receives a multitude of inquiries, verification requests, and complaints via phone calls from individuals spanning the entire country. These calls come in through various contact points such as board numbers, consumer care lines, and toll-free numbers. HPPL representatives diligently caution each caller, emphasizing the importance of refraining from transferring any funds to these fraudulent entities under any circumstances. Callers are further advised to promptly report the incident to their local cybercrime authorities if they have, unfortunately, fallen victim to the scam and already made monetary transactions.
Hindustan Pencils president Pradip Ughade stated, “We take immense pride in our legacy of providing quality stationery products to our customers. It is disheartening to see the Nataraj and Apsara brand names being misused by scammers to exploit innocent job seekers. We are determined to put an end to these fraudulent activities and ensure that the public is well-informed and protected.”
Hindustan Pencils urges all individuals to exercise caution and diligence while seeking job opportunities online. The company advises job seekers to verify offers directly through the official website and authorized channels to avoid falling victim to scams.
