Mumbai: Apsara, the stationery brand from Hindustan Pencils, has launched a new campaign for its Apsara Zesta pencil, positioning the product as a tool to make writing more engaging for children through its signature fragrance and smooth writing experience.
Conceptualised by Omnicom Media’s Interactive Avenues, the campaign is built around the tagline “Awesome Smell, Writes So Well,” and seeks to highlight how simple sensory experiences can make everyday classroom activities more enjoyable.
The campaign film features a classroom setting in which a student’s enthusiasm for writing is fuelled by the pencil’s distinctive fragrance and writing experience. Through relatable classroom moments and imaginative storytelling, the film underscores the role of creativity and engagement in children’s learning while positioning the pencil as a companion for writing, drawing and self-expression.
Commenting on the collaboration, Aishwarya Shinod, Chief Marketing Officer, Hindustan Pencils, said, “As a mother, I’ve often noticed that writing can sometimes become something children have to do rather than something they want to do. Homework, practice and endless pages can make writing feel like a chore, when it should really be a joyful way for children to express themselves, imagine and create. Having grown up with Apsara myself, I believe it’s inspiring to now be part of a brand that has been a part of childhood for generations and continues to evolve with the changing needs of today’s children. That insight inspired this campaign. With Apsara Zesta, we wanted to transform an everyday writing task into an experience children genuinely look forward to. Its distinctive fragrance and smooth writing experience add a little moment of delight that makes children want to keep writing. Through ‘Awesome Smell, Writes So Well,’ we’re celebrating the simple belief that when learning feels fun, children naturally engage more, write more and express themselves more freely.”
Interactive Avenues partnered with Hindustan Pencils to develop the creative concept and digital campaign.
Commenting on the creative approach, Shantanu Sirohi, CEO, Interactive Avenues, added, “The best campaigns do more than just show off a product; they connect with how people actually live. By tapping into the simple joy of sensory experiences, we wanted to show how a daily school routine can become something kids genuinely look forward to. The team was thrilled to partner with Apsara on such a unique range, creating a story that feels natural, joyful, and memorable for both parents and children.”
Available in variants including Grape, Cupcake and Kiwi, the Apsara Zesta range has been developed to enhance the writing experience through sensory appeal. The company said the campaign reinforces its focus on creating products that encourage creativity, self-expression and a greater interest in writing among children
