Apsara, the stationery brand from Hindustan Pencils, has launched a new campaign for its Zesta Pencil. Created by Omnicom Media’s Interactive Avenues, the campaign focuses on the product’s scented feature and smooth writing experience under the tagline Awesome Smell, Writes So Well.
The campaign film is set in a classroom, where a student enjoys writing with the scented pencil and continues writing even after completing her assignment. The story uses the product’s fragrance as the central element to show how a routine classroom activity can become more engaging for children.
The campaign aims to position Apsara Zesta as a pencil that combines functionality with a sensory experience, encouraging students to enjoy writing, drawing, and other creative activities.
Interactive Avenues developed the creative concept and digital campaign for Hindustan Pencils, translating the product’s distinctive fragrance into a visual storytelling approach.
Apsara Zesta is available in scented variants including Grape, Cupcake, and Kiwi. With the campaign, the brand highlights its effort to offer stationery products that add an element of fun to everyday learning while encouraging creativity and self expression among children.
Watch the campaign
Commenting on the collaboration, Aishwarya Shinod, Chief Marketing Officer, Hindustan Pencils, said, “As a mother, I’ve often noticed that writing can sometimes become something children have to do rather than something they want to do. Homework, practice and endless pages can make writing feel like a chore, when it should really be a joyful way for children to express themselves, imagine and create.”
He further added, “Having grown up with Apsara myself, I believe it’s inspiring to now be part of a brand that has been a part of childhood for generations and continues to evolve with the changing needs of today’s children. That insight inspired this campaign.”
“With Apsara Zesta, we wanted to transform an everyday writing task into an experience children genuinely look forward to. Its distinctive fragrance and smooth writing experience add a little moment of delight that makes children want to keep writing. Through ‘Awesome Smell, Writes So Well,’ we’re celebrating the simple belief that when learning feels fun, children naturally engage more, write more and express themselves more freely.” he added.
Commenting on the creative approach, Shantanu Sirohi, CEO, Interactive Avenues, said, “The best campaigns do more than just show off a product; they connect with how people actually live. By tapping into the simple joy of sensory experiences, we wanted to show how a daily school routine can become something kids genuinely look forward to. The team was thrilled to partner with Apsara on such a unique range, creating a story that feels natural, joyful, and memorable for both parents and children.
