Cello Pens educate Indian parents on how encouragement works better than pressure
BIC Cello's latest ad in India ‘Surprise Test' highlights how parents putting pressure on their children during exam time leads to the child being stressed.
Cello Pens educate Indian parents on how encouragement works better than pressure in new spot
Tanveer Khan, director of marketing, BIC Cello India said: "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 and helps the child perform better.”
The short film commences by portraying a scenario in which parents unknowingly pressure their children to perform better, only to create more stress and anxiety in the child’s mind.
The spot showcases parents of kids at St. Albertus High School, who are asked to take the same exam that their child is taking - a sixth 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’.
Hanoz Mogrelia, executive creative director, J Walter Thompson Mumbai said: "As a parent to thirteen-year-old kids, I completely believe in this message. At a time when kids face huge pressure as they go into exams encouragement works better than pressure, to spread an important message like this, so effectively, makes one feel really good.”
