Nataraj Launches Gelix Campaign With Waterproof Pen Story
Nataraj launches a Gelix campaign highlighting its ₹6 waterproof gel pen through a playful homework mystery.
SociapaHQ
Nataraj, the stationery brand of Hindustan Pencils, has launched a campaign for its Gelix Waterproof Gel Pen. It uses a generic parenting situation, where the child’s homework becomes the playing field to demonstrate the waterproof ink.
The campaign film features two young detectives working on a case of ruined homework. Their investigation reveals that a glass of water had spilt over the child's work, causing the writing to smudge.
Then the film introduces the Nataraj Gelix Waterproof Gel Pen which uses waterproof ink and has an MRP of Rs 6.
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Check out the campaign here:
Rethinking Everyday Essentials:
The campaign is based on the insight that while parents will often think carefully about bigger school essentials, such as bags, shoes and bottles, the choice of an everyday pen can become an automatic purchase.
The campaign is to make parents rethink everyday products which can be unnoticed often, said Aishwarya Shinod, Chief Marketing Officer, Hindustan Pencils. “You understand the value of waterproof ink when something spills and it threatens hours of homework,” she added.
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The detective-led storytelling was designed to make the product benefit engaging and relatable for both children and parents, while reflecting Nataraj's broader approach of using consumer insights to build brand stories rather than focusing only on product features.
The campaign is being rolled out across digital and social media platforms during the ongoing academic season.
