Campaign details

Agency: First Partners
Brand: ITC Limited

Situational Analysis

Notebooks are considered as mere utility items with low involvement from the target audience

School notebooks are intrinsic part of childhood, of growing up and of the whole learning process which starts with notebooks being the first platform of expression for a child. A notebook is just not a notebook, it is the recorder of the first scribbling of letters & numbers and the canvas of those art masterpieces. It is also the worksheet for solving science problems & writing those mathematical theorems. It is even the source of those paper planes and the medium of the that first love letter. Despite being such an integral part of a child's life, notebooks are seldom seen beyond their utility value. There is low involvement and almost no excitement in the whole process of selecting and procuring a notebook – Any notebook will do so long as there are enough sheets and the quality of paper is reasonable.