The longest running race

The longest running race

A few decades ago, just ahead of Chitrahaar (Doordarshan’s extremely popular show that played Hindi movie songs) being aired, most Indian school-going kids used to look forward to a black & white animated television commercial.

It showcased a pencils’ race, where different pencils were racing each other to draw an uninterrupted line towards a finish line. As the race kicks off, the commentator’s energetic voice described the exciting competition. Suddenly, one of the pencil’s tip snaps and the other shatters into half. Meanwhile ‘Nataraj’ the bonded-lead pencil continues drawing the line and wins, much to the glee and cheer of the tiny totters of the yesteryears (I am hoping you were among them too). The ad then proclaimed: “Nataraj phir champion.” Or Nataraj, the champion time and again.

The Old B&W Nataraj Pencil Race TV Commercial

Consistency makes a champion

In India, Nataraj has been literal ‘The campion of pencils’ for decades. Incorporated in 1950s, Hindustan Pencils Pvt. Ltd. (HPPL), started manufacturing Nataraj as the ‘pencil for all’. Initially Nataraj was just a drawing pencil, however soon, seeing the demand, they started making writing pencils for school children.

With the Nataraj commercial in 1980s, it was probably the first time a brand of pencils advertised on national television. From the very beginning, Nataraj’s motto has been to create true value for money ‘pencils for all’. No wonder their tagline was also a statement of their being a market champion.

The TV commercial mentioned earlier was later recreated several times of many decades. Essentially the same storyline of a Nataraj pencil beating other pencils, with an upgraded the animation style to keep pace with times. These commercials were supported by point-of-purchase displays at stationary shops and outdoor advertising, including wall paintings at many of you would recall seeing in smaller Indian towns.

The Race TV Commercial recreated in modern 3D animation style

One of the strengths of the brand’s communication was school activations. Writing and drawing competitions held in schools were everyone’s favourites. I personally remember participating in numerous of those without even realising how effective they were in establishing the brand’s preference for me.

An Iconic Design

The Iconic Red & Black Design lives on in pencils as well as ball pens

It is this deep connection that Nataraj later leveraged when in 2007 it launched the Nataraj use-and-throw ball pens that mimicked the iconic red black pencils from the earlier decades. Of course, they later added other models, but the red and black pens struck a chord.

A lot of people bought it only to experience the nostalgia of holding the classic Nataraj pencil as they did back in their school years. Thus Nataraj was able to channel a deep brand relationship while maintaining a value for money imagery for an entire generation that came of age.

The Hindustan Pencils Pvt Ltd. now has two main brands: Nataraj and Apsara. Nataraj is positioned as a long-lasting, value for money writing and mathematical instruments etc. for both, school-goers and professionals. On the other hand, Apsara is positioned as a range of premium writing instruments as well as drawing instruments for the school-going children.

Still winning like a champ

Today, Nataraj and Apsara offer a wide range of writing instruments, erasers, sharpeners, scales, wax crayons, oil pastels, mathematical instruments, and water colors, catering to the different needs of individuals across the globe. And, at the same time, maintained the original promise of quality and great value.

Nataraj - Long-lasting pencils
Apsara - For great handwriting
Nataraj Pens - Looks that force you to steal

Even the communication has been greatly effective. The latest Nataraj pencil television commercial depicts the long-lasting attribute within a nostalgic school-going theme, while the Apsara television commercial uses slice-of-life brother-sister narrative to establish the ‘extra marks because of good handwriting’ theme. Additionally, Nataraj pens have been pegged on looks so great that it makes anyone steal the pen.

All the three brands have consistently captivated diverse consumer segments. Tailored messaging for each segment has been their key strategy to win in a highly commoditised and price-sensitive market.

Ajay T.

Head, Ogilvy One Indonesia, Country Manager, Verticurl Indonesia

1 年

Hey Antin, thanks for the trip down memory lane. Now that you mentioned it was Natraj that would be the pencil I would choose for exam writing while Apsara would be the one for drawing and sketching. Now that you have broken down their RTB in such a simple manner, I understand why my decision was that way.

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