ITC Classmate picks Windchimes Communications for its social media mandate

By Biprorshee Das , afaqs!, Mumbai | In Digital | August 28, 2012
The agency will take forward ITC Classmate's recent 'Because You Are One of a Kind' campaign on social media, besides other engagement on the medium.

Windchimes Communications has been awarded the social media mandate for ITC's stationery brand, Classmate. The Chennai-based company, that has so far been handling its social media presence in-house, chose Windchimes Communications after evaluating the credentials of a few other agencies.

Classmate is the second brand from the ITC group that the agency will now handle, the other being ITC Hotels.

Karan Kumar

Nimesh Shah

The brand is looking at targeting children and teenagers in the age group of 13-19 years as well as teachers and young parents through a mix of digital and social media platforms. With Windchimes Communications on board, it aims to keep the messaging both fun and responsible.

"We realise both the power of and the unique demands the digital medium places on brand marketers, if one has to truly succeed on the medium. Therefore we are putting in place a dedicated and comprehensive digital marketing strategy for the medium - one that includes brand messages getting both uniquely crafted and scientifically implemented in the digital marketing space," says Karan Kumar, marketing manager, education and stationery business, ITC.

ITC recently launched a new campaign for Classmate called 'Because You Are One of a Kind' designed by Rediffusion-Y&R. The campaign celebrates the unique self of every child, urging its target group to create a niche for themselves rather than trying to emulate someone else.

Windchimes Communications will take the very thought ahead on the social media platform, along with other engaging activities.

Nimesh Shah, head maven, Windchimes Communications, tells afaqs!, "Clearly, our work on ITC Hotels has been a reflection. Our recent wins have also helped. It was very nice when we were told that ITC has been monitoring our work and progress in the recent past and when it decided to get a social media agency on board for Classmate, we were among the first ones on the client's mind."

Windchimes Communications, in the recent past, has won the social media duties for brands such as Yes Bank, HUL's BeBeautiful,, MIT Institutes and Aegon Religare, among others.

Shah adds that the stationery segment is a very exciting space to be in and the agency plans an eventful time ahead for Classmate.

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