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Brand: Nataraj
pencils
Company: Hindustan Pencils
Agency: O&M
Not much has been written about pencils these days. Pencils have always been an integral part of ones academic life. From the lower kindergarten to the class where students are allowed to use pens, Pencils were our "comrade in arms". Now those who read this blog may be using pencils now at the office (some times more than a pen) after a long gap. I have seen many of senior executives use pencils rather than pen in scribbling their notes ( not for official circulation). Still this pencil is ubiquitous.
Company: Hindustan Pencils
Agency: O&M
Not much has been written about pencils these days. Pencils have always been an integral part of ones academic life. From the lower kindergarten to the class where students are allowed to use pens, Pencils were our "comrade in arms". Now those who read this blog may be using pencils now at the office (some times more than a pen) after a long gap. I have seen many of senior executives use pencils rather than pen in scribbling their notes ( not for official circulation). Still this pencil is ubiquitous.
Nataraj is a
brand from Hindustan Pencils Ltd which is one of the largest pencil
manufacturers in the country. Nataraj is their oldest brand. Nataraj is famous
for its quality and its feature of not breaking easily . The brand was
positioned as the " pencil with special bonded lead". The old cartoon
ad and the jingle " Nataraj still champion " is still having some
recall with the public. Nataraj took a break from ads for the past five years.
Now they are planning to relaunch the brand in the Indian market where Camlin
is the market leader.
Pencil market is
sustaining in the Indian market because there is a restriction in using pen in
the lower primary schools. Even in China , pens are taking over the market. The
time is not far enough for restrictions in using pens in lower classes to be
lifted. Then where will the pencil go.
Pencils are used
in schools mainly to improve handwriting. We know that despite using pencils
ours are not better so is there any point in this restrictions? Secondly wooden
pencils are harming our nature.
Hence just like
what Hercules did to cycle market there has to be a redefinition of this
product. Already there are pencils which have plastic body and lead refills.
Camlin have segmented the market and have launched Exam Subbrand for pencils to
be used during exams ( a smart move). But when pencils are not going to be used
at all , what is the solution? Is it going to be a tool only to be used for
drawing? If there are no pencils , what about erasers and sharpener?
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