India, 28th January 2025: Hindustan Pencils, the parent company of the iconic stationery brands Nataraj and Apsara, successfully launched an exciting campaign this Republic Day, designed to engage and inspire children across India. This year’s Nataraj Hidey Pencils campaign continued its celebration of the Indian Army’s values, blending fun, creativity, and learning.
The campaign reached over 50,000 schoolchildren across India through a series of engaging activities. The Hidey Troop Mascots, vibrant characters inspired by the Nataraj Hidey Pencils packaging, made live appearances at schools across India, delighting students while introducing them to the key features of the Hidey Pencils. These mascots also spread messages of patriotism and discipline, in alignment with the spirit of Republic Day.
In addition, Hindustan Pencils launched a microsite where children could create their own Hidey avatar, unleashing their creativity and connecting with the mascot troop in a new, interactive way.
The CGI video, released on 26th January 2025, featured the Hidey Troop as they assembled at the iconic Gateway of India and marched together to India Gate, where they proudly joined the Republic Day flag-hoisting ceremony. This powerful visual narrative tied together the essence of patriotism, discipline, and the spirit of the Indian Army.
Lastly, Hindustan Pencils collaborated with Flipkart for a special promotion, offering customers a free Nataraj Hidey Pencil with their order. This allowed them to experience the exceptional writing quality and durability of these iconic pencils firsthand.
The Nataraj Hidey Pencils, first launched on January 26th, 2024, as a tribute to the Indian Army, continue to embody resilience and excellence. This year’s campaign reinforced that commitment