Apsara has launched a new campaign for its Zesta range of scented pencils, featuring the tagline ‘Awesome Smell, Writes So Well’. Conceptualised by Omnicom Media’s Interactive Avenues, the campaign aims to make everyday writing more enjoyable for children.
Set in a classroom, the campaign film follows a student who continues writing even after completing her assignment, inspired by the pencil’s fragrance and smooth writing experience. Through familiar school settings and imaginative visuals, the campaign positions writing as a fun and engaging activity for children.
Aishwarya Shinod, Chief Marketing Officer, Hindustan Pencils, said the campaign was inspired by the idea of transforming writing from a routine task into an enjoyable experience. She added that Apsara Zesta’s distinctive fragrance and smooth performance encourage children to write more while expressing themselves creatively.
Shantanu Sirohi, CEO, Interactive Avenues, said the campaign draws on the joy of sensory experiences to make everyday school routines more memorable and enjoyable for both children and parents.
Apsara Zesta scented pencils are available in Grape, Cupcake and Kiwi variants, with the campaign targeting children, parents and educators.
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