MUMBAI: Navneet Education’s youth stationery brand, Youva, is releasing its new television commercial (TVC) starring brand ambassador Prithvi Shaw. The Youva campaign marks first TVC with the young batting prodigy, going on air in 2019.
Youva, from Navneet Education Limited has been positioned as a cool, vibrant brand with a range of stationery products relatable to today’s youth. Spanning the range of notebooks – school brown books, long books, diaries & others as well as non -paper stationery – crayons, colour pencils, paints & mathematical instruments, Youva has something for everyone. The products, packaging & communication are very distinctive from competing brands because they are vibrant, colourful & have contemporary designs.
The TV advertisement is a fun, energetic story that brings out Shaw’s cool side, while still showcasing his talent. The TVC communicates the fact that Prithvi is so well-loved and looked up to by today’s Youvas, with his dedication towards the sport, as well as his playful nature. Being cool comes naturally to him and he embodies Youva’s core positioning of “It’s Cool” quite effortlessly. Whether he is conversing with his coach, playing his shots or having fun with the kids, Prithvi is every bit the cricketer, the mentor & the cool friend we all wish we have.
The ad is refreshingly different with its net practice setting which is cool, fun & peppy. Prithvi’s batting prowess is on display in the ad, which also has a cool rap in the soundtrack keeping in mind the flavor of the times. Stationery as an otherwise boring, serious category, has been brought alive using quirky elements like a teenager’s craving for ice cream & the way Prithvi is cool about it & delights his young fans.
The ad, which first went on air on 9th March on the Kapil Sharma Show at 9.30 PM on Sony Entertainment Television, is continuing till June. The communication is also being carried across other entertainment channels like SAB TV, Sony Pal, Star Bharat, kids’ channels and also regional channels.
The ad is also present on all of Youva’s digital platforms – Facebook, YouTube and Instagram. There are also be point of sale material & out of home advertising to complement Youva’s TV presence in the upcoming stationery season. This 360° campaign is aimed at school children, parents & the youth.
“We are proud to associate with Prithvi Shaw. He is a prodigy, has a bright future, and has all the attributes we are looking for. He is young and enthusiastic, goes the distance & is also a youth icon, which resonates well with Youva which is targeted at the young audiences of India. The TVC uses the product placement very smartly, with the Youva Prithvi Shaw notebooks held in the children’s arms. One of the best parts about the creative execution is that it is a story-oriented brand film which we hope is a delight to watch,” said Shailendra Gala, MD, Navneet Education Limited.
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