We spend 5% of our turnover on marketing: Shailendra Tyagi, ITC Classmate

We spend 5% of our turnover on marketing: Shailendra Tyagi, ITC Classmate
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ITC Classmate recently came up with a campaign ‘Be better than yourself’ to educate students on how to tackle exam pressure, with a core message that the goal is not to be better than anyone else but to improve one’s own past performance. The TVC shows how students are being trapped in the constant pressure of performing better than others. According to Shailendra Tyagi, Chief Executive Officer (Education and Stationary Products Business), ITC, the campaign is designed to encourage children to chase their future selves. “‘Be better than yourself’ campaign focuses on today’s school-going generation and aims to challenge the long-standing and widely held social assumptions on the nature of competition in academics. The campaign is designed to encourage children to chase their future selves. It inspires them to keep only their personal values and ambitions ahead of the competition; and to be judged only on their own metrics, not anyone else’s,” said Tyagi. “The brand understands that a child’s potential is influenced and shaped by parents, teachers and the academic environment. Hence, the campaign reaches out to all stakeholders with a key message,” added Tyagi. The brand enjoys a strong penetration in the stationery market. It claims to have a share of 22-24% in the notebook market. “In terms of consumer spends, we are already a Rs 1,000 crore brand and enjoy No.1 position in this segment. We command a market share of 20-something and a 5-15% price premium over the regional competitors,” said Tyagi. Read on to […]

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