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: 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 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: 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.
