It’s Cool: Stationery brand Youva airs new TV ad with Prithvi Shaw
The cricketer will be part of a series of multi-channel marketing and promotional activities
Published - 11-March-2019
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, offers a range of stationery products relatable to today’s youth. Spanning from a range of notebooks to crayons, colour pencils and mathematical instruments, Youva has something for everyone.
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 flavour 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 went on air on 9th March on the Kapil Sharma Show at 9.30 PM on Sony Entertainment Television and will continue till June. The communication will also be carried across other entertainment channels such as SAB TV, Sony Pal, Star Bharat, kids’ channels and also regional channels
The ad will also be present on all of Youva’s digital platforms – Facebook, YouTube, Instagram. There would 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.
Shailendra Gala, MD, Navneet Education Limited, said, “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 and 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.”
Shaw said, “I have been using products from the Navneet banner since I was in school. Be it pencils or their colour range & the notebooks which have been a constant companion to me, Youva is a brand I am delighted to be associated with. The fun, innovative products & designs the brand creates are a delight and it is an honour to be part of Youva’s journey into the hearts of the youth of India. The advertisement shoot was super fun, because I got to play cricket and did not feel like I was shooting at all!”
Creative Agency: Flagship advertising agency.
Production House: Ananta Films
Director: Akshar Pillai
Producer: Viveck Wagmare
Chief Creative Officer: Mr. Sunil Mahadik
Creative consultant: Mr. Adrian Mendonza