Apsara Launches ‘Awesome Smell, Writes So Well’ Campaign for Zesta Scented Pencils

Hindustan Pencils’ Apsara has rolled out a new campaign for its Zesta range of scented pencils, emphasising how fragrance can add to the pleasure of everyday writing for kids. The campaign has been conceptualised by Omnicom Media's Interactive Avenues and has the tagline 'Awesome Smell, Writes So Well'

The campaign film takes place in a classroom, where a student keeps writing after finishing her assigned work. The story connects her love of writing with the smell of the scented pencil and the smooth writing experience, framing sensory engagement as a means of making mundane classroom activities more fun.

The campaign mixes recognisable school environments with creative imagery and is aimed at children, parents and teachers, presenting writing as an enjoyable and stimulating exercise, not as a routine duty.

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Check out the campaign here: 

Sensory Learning:

Commenting on the campaign, Aishwarya Shinod, Chief Marketing Officer, Hindustan Pencils, said the idea stemmed from the observation that writing can sometimes become a task children feel obliged to complete rather than something they enjoy.

"As a mother, I've often noticed that writing can sometimes become something children have to do rather than something they want to do. Homework, practice and endless pages can make writing feel like a chore, when it should really be a joyful way for children to express themselves, imagine and create," she said.

Shinod added that the campaign aims to make writing a more engaging experience through the sensory appeal of the product.

"That insight inspired this campaign. With Apsara Zesta, we wanted to transform an everyday writing task into an experience children genuinely look forward to. Its distinctive fragrance and smooth writing experience add a little moment of delight that makes children want to keep writing. Through 'Awesome Smell, Writes So Well,' we're celebrating the simple belief that when learning feels fun, children naturally engage more, write more and express themselves more freely," she said.

The campaign was created by the Interactive Avenues based on the importance of senses in everyday school routines.

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Sensory Campaign:

On the creative approach, Shantanu Sirohi, Chief Executive Officer, Interactive Avenues, said, “The campaign aims at connecting to children’s everyday experiences through relatable storytelling.

“The best campaigns do more than just show a product-they relate to how people actually live. By engaging with the simple joy of sensory experiences, we wanted to demonstrate how a daily school routine can become something children actively anticipate. He said: “The team was excited to collaborate with Apsara on this very unique range, creating a story that is natural, joyful and memorable for both parents and children.

Apsara Zesta scented pencils are available in three variants- grape, cupcake and kiwi. The campaign combines fragrance and writing performance to make writing a fun aspect of children’s everyday learning and creative expression.