: Brand Saga: Cello Pens – from penmanship to companionship #IndiaNEWS #Brand Saga As June arrives and we crave that perfect pen to scribble in our school notebooks, we take a walk through the Cello

Brand Saga: Cello Pens – from penmanship to companionship #IndiaNEWS #Brand Saga
As June arrives and we crave that perfect pen to scribble in our school notebooks, we take a walk through the Cello Pens advertising journey which made stationary look cool and established their pens as the perfect companion.

Its that time of the year, kids carry a slight disappointment as it brings the fun-filled summer vacation to an end but are equally excited to meet their buddies back at school. In a normal world, a typical Indian household would have been prepping up to go for back to school shopping school uniform, new grade textbooks, fresh and the latest stationery along with that lucky pen. Cello pens have been an integral part of these back-to-school days both from a consumer and marketing point of view. With that, we decode the Cello Pens Advertising Journey.

As schools re-open in the New Normal, we decode the Cello pens advertising journey.

Cello Pens Advertising Journey The ‘Start

Cello Group dabbles in manufacturing footwear, household items, steelware, plastic products, pens, and stationary. The company’s history can be traced back to 1967, when Ghisulal Rathod, the late founder and chairman of the Cello Group, started a small plastic industry with minimal resources and man force with a vision to manufacture plastic bangles and Polyvinyl chloride (PVC) footwear. It was set up in the bylanes of Mumbai’s Goregaon area.

Later, to expand, the company officially entered the market with the launch of its first plastic houseware products in 1982, setting up a factory for thermo-ware products in 1986. In 1994, in yet another feat, Cello Group decided to manufacture plastic molded furniture exporting raw materials from Italy.

It was in the year 1995 that it forayed into writing instruments and began manufacturing Cello Pens. The brand began by manufacturing & marketing a wide range of classic ball pens with imported tips and German inks. Focused on innovation, high-quality pens, Cello soon became India known widely in the stationery space.

In December, 2015, the French stationary major BIC® acquired 100 percent ownership in Cello® writing and the company was renamed as BIC Cello (India).

The Advertising Saga

The brand’s advertising tactics and sincere marketing has turned a ubiquitous product like ‘pens’ into a commodity that everyone desired to possess. The Cello Pens advertising journey can be defined as straightforward with a touch of quirk.

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