Notebooks made of recycled paper, becoming more environmentally aware of the impact of its business and a campaign that seeks to dial down the stress and peer pressure among students are some of the steps being taken by ITC to keep its Classmate brand of stationery relevant among a young set of consumers.
Faced with an environmentally and socially engaged group of young students and parents who are vocal advocates of their beliefs on social media, the cigarettes-to-consumer goods major is looking to build an identity that addresses the concerns of the target group and is more in step ...
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First Published: Mon, May 21 2018. 14:22 IST
