Senior vice-president & national creative director
at
J. Walter Thompson India, Mumbai
Mumbai, Índia
| Titulo | Surprise Test |
| Agência | Wunderman Thompson South Asia |
| Campanha | Surprise Test |
| Anunciante | BIC-Cello |
| Marca | Cello Pens |
| Data da primeira Transmissão/Publicação | 2018 / 3 |
| Sector Empresarial | Equipamento de escritório |
| Filosofia | BIC Cello (India) Pvt. Ltd., India’s leading manufacturer of writing instruments launched a short film aimed at illustrating the change of perception of parents in exams time after having taken their selves the same exam. The short film commences by portraying a scenario on how parents, unknowingly pressure their children to perform better. Cello pens is aware of the fact that this will only create more stress and anxiety in the child’s mind. To reveal this truth, Cello Pens has come up with their campaign, “Surprise Test”. In this video the parents of kids going to St. Albertus High School are asked to take the same exam that their child is taking - 6th graders mid-term test. While taking the test, they experience the level of stress that their kids go through. They realize that their constant pressure on their kids to get good marks only leads to creation of extra stress. The surprise test leads to a change in their perception and belief that ‘Encouragement works better than Pressure’. This initiative is a part of Cello Exam Expert Series which is manufactured keeping in mind the comfort of the students using it. Cello Exam Expert Series (Maxriter, Pinpoint & Technotip) are designed to enable students to write for a longer time without pressure on their finger and wrist. The short film which has been launched digitally is created by J. Walter Thompson (JWT), Mumbai and directed by Abhishek Sengupta. |
| Tipo de Mídia | Viral |
| Comprimento | |
| Managing Partner | Rajesh Gangwani |
| Chief Creative Officer | Senthil Kumar |
| National Creative Director | Tista Sen |
| ECD | Hanoz Mogrelia |
| CD | Kashyap Joshi |
| Copy | Kashyap Joshi |
| CD | Rithwick Raghunath |
| Art | Rithwick Raghunath |
| Copywriter | Mrunal Naik |
| SVP | Samarth Shrivastava |
| VP | Giridhar Bhat |
| Account Manager | Neha Singh |
| Film Producer | Firdaus Bohari |
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