Apsara has launched a new campaign for its Zesta range of scented pencils, conceptualised by Omnicom Media’s Interactive Avenues. Built around the tagline “Awesome Smell, Writes So Well,” the campaign focuses on making everyday writing more engaging for children.
Set in a classroom, the campaign film follows a student who continues writing well beyond her assigned work, her enthusiasm linked directly to the pencil’s fragrance and writing experience. Blending everyday school situations with fantasy-led visuals, the film positions fragrance as a sensory element capable of turning routine writing into something enjoyable, targeting children, parents, and educators alike.
Aishwarya Shinod, Chief Marketing Officer at Hindustan Pencils, said that as a mother, she has often observed writing becoming a chore for children rather than a joyful form of expression. Having grown up with Apsara herself, she noted it feels meaningful to now help the brand evolve for today’s children. She added that Apsara Zesta’s fragrance and smooth writing experience were designed to bring a small moment of delight that makes children want to keep writing, reinforcing the belief that fun learning leads to freer self-expression.
Shantanu Sirohi, CEO of Interactive Avenues, said the best campaigns connect with how people actually live, and that tapping into sensory experience helped turn a daily school routine into something children genuinely look forward to.
Apsara Zesta pencils are available in Grape, Cupcake, and Kiwi variants, with the campaign positioning writing as an enjoyable, everyday part of children’s learning and creativity.
