MUMBAI : 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 during exam time after having taken the same exam themselves.
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 – 6thgraders mid-term test. While taking the test, they experience the level of stress that their kids go through. They realize that the 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’.
“We at Cello Pens, understand the kind of stress that students go through during exams. While setting expectations for their children’s sake, parents at times unknowingly put pressure on their kids before exams, adding to their overall stress. Cello Pens has come up with the ‘Surprise Test’ campaign to highlight the crucial role that parents play during exam time. Their encouraging words make a lot of difference and have a great impact on children’s minds and hearts. Encouragement boosts their confidence andhelps the child perform better,” said Tanveer Khan, Director – Marketing (CMO – India), BIC Cello.
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 and Technotip) are designed to enable students to write for a longer time without pressure on their fingers and wrist. The short film, which has been launched digitally, is created by J. Walter Thompson(JWT), Mumbai and directed by Abhishek Sengupta.
Youtube Video Link : https://www.youtube.com/watch?v=FlWHRx00kAI