Mumbai: Classmate, a notebook brand from ITC Ltd., is rewriting the rules of classroom engagement with the launch of eduGAMES Infinity—a pioneering gamified notebook experience that blends the joy of play with the power of education. With a robust television and digital campaign, Classmate is bringing alive a simple yet powerful idea: making learning something kids genuinely look forward to.
eduGAMES Infinity notebooks feature QR codes that unlock a universe of interactive, logic-based games designed to enhance critical thinking, verbal, and mathematical skills. The campaign draws from a universal insight: kids love to play, and when education becomes a game, they learn better, deeper, and with joy.
The campaign’s television commercial brings this insight to life in a humorous, relatable fashion. It opens with a young boy surprising his parents after playtime, saying, “Ek ghanta khel liya, ab mein padhaai kar lu.” The film then transitions into a world where students excitedly interact with the eduGAMES Infinity notebook, trading excuses for eagerness. The ad closes with the line: “Ab bacche seekhne ke bahane denge.” — encapsulating the campaign’s message of transforming education through joyful engagement.
Speaking on the campaign, Vikas Gupta, Chief Executive, Education & Stationery Products Business Division, ITC Ltd., said, “We all cherish the memories of flipping to the last page of our notebooks—scribbling our dreams, solving puzzles, or playing simple games with friends. That space represented curiosity, creativity, and the fun side of learning. With eduGAMES Infinity, we’re keeping that spirit alive—but in a way that resonates with today’s digital-native students. By merging technology with the timeless joy of problem-solving, we’re ensuring learning remains just as exciting as it was back in the day—only now, the possibilities are truly endless.”
Srijan Shukla, Executive Creative Director at Ogilvy India, added, “The idea behind eduGAMES Infinity stemmed from a simple yet profound truth—kids love to play, and play is an incredible medium for learning. We wanted to rekindle the charm of the last page of a notebook but with a digital upgrade that keeps students engaged in a fun, educational way. The campaign brings this idea to life with humour and nostalgia, making the learning experience truly memorable.”
The eduGAMES platform includes 11 logic-based challenges that students can engage with for 5–10 minutes per day—encouraging balanced digital screen time while reinforcing core skills aligned with NEP 2020. With daily puzzles, leaderboards, and reward mechanisms, the experience drives consistent engagement and educational impact.
Since its inception in 2003, Classmate has consistently delivered innovations in education—from AR-enabled notebooks and customizable covers to DIY and collectible-themed editions. With 55% of its product portfolio now integrated with tech-enabled learning, the brand is aligning itself with the digital habits of India’s young learners. Research shows that 83% of children aged 10–14 and 90% of teens aged 17–18 use digital devices regularly for learning—reinforcing the need for educational tools that resonate with this generation.
With eduGAMES Infinity, Classmate is reigniting the charm of notebook learning while paving a new path for tech-enabled education—where the last page is no longer just for doodles but a portal to discovery. Through innovation rooted in nostalgia, the brand is ensuring that education in India continues to evolve without losing its sense of wonder.
