Classmate by ITC
Classmate by ITC
Brief
Classmate by ITC partnered with Pulpkey to create buzz around the launch of its Augmented Reality (AR) notebook experience, built around the iconic brown cover notebook. The objective was to drive real-time engagement and footfall for a public event hosted at Carter Road Amphitheatre, Mumbai. By tapping into nostalgia and tech-forward storytelling, the campaign aimed to connect with modern parents and young audiences -- sparking curiosity and excitement about how Classmate is reimagining school supplies for a new generation.
Strategy and Planning
Pulpkey curated a group of Mumbai-based parenting and lifestyle influencers -- including Kishwer Merchantt, Sneha Paliwal, Shilpa Kamdar, and others -- to attend the live event and co-create engaging content with their kids. The deliverables were simple but impactful: a collab reel capturing the event’s highlights and a video story drawing on nostalgia and excitement. Content focused on scanning the AR-integrated notebooks, playful aquarium-style activations, and storytelling around “remembering the brown cover.” Reels were designed to create FOMO, with a direct call-to-action for local followers to attend the aquarium experience the following day. With a balance of utility, emotion, and experience, the campaign successfully brought Classmate’s innovation to life -- both online and on-ground.
Performance
Creators
4
Content Made
4
Total Likes
19.9K
Total Comments
227
Views
2.20M
Reach
545.3K
Saves
21K
Shares
12K
Top Comments
Such a great initiative ...kudos to Clsssmate
Wow that's great initiative đź‘Ź
I ordered the notebook
Top Case Studies
Pulpkey, founded in 2017, is India's most loved Influencer Marketing company. Pulpkey has a network of over 3,00,000 content creators and influencers across different categories. Pulpkey works with Fortune 500 brands like Amazon, Facebook, Google, Instagram, PayPal, Zara; top companies like Rebel Foods portfolio, Swiggy, ITC, Shaadi, Urban Company, Hotstar, Kingfisher, Taco Bell, Godrej, CureFit, Kent, OPPO among many more. Pulpkey's current mission is to empower modern brands to adopt creator-powered storytelling and on the contrary help anyone on the planet to pursue the passion economy
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