Apsara’s Classic “Extra Marks for Good Handwriting” Ad: A Cultural Phenomenon
Apsara is a well-known brand of pencils, erasers, sharpeners, and other stationery products in India. The company was founded in 1958 by the Hindustan Pencil Pvt. Ltd., which also owns the Natraj brand. Apsara and Natraj are often seen as competitors in the market, but they are actually sister brands of the same organization.
One of the most memorable and successful ad campaigns of Apsara was the “Extra marks for good handwriting” slogan, which was launched in the late 1980s. The campaign featured a series of TV commercials, print ads, and billboards that showed students using Apsara pencils to write neatly and impress their teachers, parents, and peers. The ads claimed that Apsara pencils were specially designed to improve the quality of handwriting and help students score higher marks in exams.
The campaign was a huge hit among the Indian audience, especially the young generation. Many students believed that using Apsara pencils would actually give them an edge over their classmates and boost their academic performance. The slogan became a popular catchphrase and a cultural phenomenon in the country. Apsara pencils became synonymous with good handwriting and excellence.
The Power of the Ad
The premise of the ad was simple yet powerful: use Apsara pencils and get extra marks for good handwriting. This message resonated with students, parents, and teachers alike. The idea that something as simple as a pencil could potentially influence academic performance was both intriguing and appealing.
The ad cleverly tapped into the Indian education system’s emphasis on neat and legible handwriting. It played on the common belief that good handwriting could leave a positive impression on examiners, thereby fetching students extra marks. The campaign was so successful that it led many to genuinely believe in the power of Apsara pencils to improve handwriting and, by extension, academic performance.
The Apsara-Nataraj Connection
I know this is a little out-of-the box but remember how we used to think that Nataraj and Apsara were competitors with no particular reason?
Interestingly, while Apsara’s ad campaign was in full swing, another brand, Nataraj, was also vying for the same market share. However, what many consumers didn’t realize was that Nataraj wasn’t a competitor to Apsara but a sister brand. Both Apsara and Nataraj pencils were manufactured by the Hindustan Pencil Pvt. Ltd., one of India’s largest pencil manufacturers.
Let’s talk business,
Apsara has smartly positioned the two brands to cater to different segments of the market. While Apsara was marketed as a premium brand, Nataraj was positioned as a more affordable option. This strategy allowed the company to dominate the pencil market in India, with both brands enjoying immense popularity.
There is one other brand hiding behind the blinds is Camlin pencils. Nataraj faced stiff competition from Camlin Pencils in the past. Kokuyo Co Ltd took over the brand in 1999. These brands had many contrasts in terms of their quality and durability, price and availability, and their marketing strategies to get loyal customers in the affordable side of the pencil market.
Conclusion
In conclusion, Apsara’s “Extra marks for good handwriting” ad was more than just a marketing campaign. It was a cultural phenomenon that influenced a generation of students in India. As Nataraj and Camlin competed for the low-cost segment, Hindustan Pencils Ltd executed a phenomenal strategy that enabled Apsara to dominate the Indian pencil market. It is a testament to the power of effective advertising and the impact it can have on consumer behavior. Even today, the ad is fondly remembered by many and continues to be a part of popular culture.
More on ‘How Camlin has turned their business into a successful model in India’ will be out soon.
