Nataraj, the stationery brand from Hindustan Pencils, has launched a new campaign for its Gelix Waterproof Gel Pen, built around a relatable parenting moment – a child’s ruined homework.
The film follows two young detectives investigating smudged homework, eventually tracing the cause to a glass of water spilled over the page. The story leads to the reveal of Nataraj Gelix Waterproof Gel Pen, priced at an MRP of Rs 6, positioned as the fix for a problem parents rarely anticipate.
The campaign taps into a simple insight: parents often deliberate over bigger school purchases like bags, shoes and bottles, while a child’s everyday pen tends to be an afterthought.
Aishwarya Shinod, Chief Marketing Officer, Hindustan Pencils, said everyday products like a pen often go unnoticed until something goes wrong – like a spill ruining hours of homework. That overlooked moment, she said, sparked the Gelix campaign, meant to nudge parents to rethink a small but meaningful choice while highlighting waterproof ink, a benefit whose value becomes clear only when needed.
She added that the detective narrative let the brand dramatise this insight engagingly, reflecting Nataraj’s broader belief in insight-led storytelling over feature-first messaging.
The campaign is currently running across digital and social media platforms through the ongoing academic season.
