Launched in 2003, with an array of student notebooks, ITC Classmate currently offers a comprehensive stationery portfolio that has now become a popular brand name across India with school kids and college-goers. Classmate Pulse was one such notebook brand from ITC Classmate that was being launched all across India with focused BTL activation efforts on various consumer touchpoints. The new brand needed strong recall value and wanted to run an aggressive consumer promotion across top metro cities. Ascertaining Classmate Pulse’s youthful, energetic audience, we came up with targeted promotional activities that were extremely popular with a young, lively audience. On the purchase of notebooks worth Rs. 150 and above, customers got assured prizes ranging across free movie tickets, pizza parties, coffee vouchers, bowling passes and go-karting experiences, redeemable across 500 venues.