Where Nostalgia Meets Innovation for a Transformative Learning Experience
Classmate, India’s leading notebooks brand, is redefining the way students engage with learning through the launch of eduGAMES Infinity—a ground-breaking gamified notebook that seamlessly blends play with education. With this innovative offering, Classmate is making learning more interactive, rewarding, and immersive than ever before. Accompanying this launch is a high-impact TV and digital campaign, highlighting the power of gamification in education and how it rekindles the pure joy of learning.
Children have always found creative ways to avoid studying—be it a sudden stomach ache or an urgent trip to the toilet. But with Classmate eduGAMES Infinity, learning becomes an exciting experience rather than a chore. The brand’s latest TV ad brings this transformation to life through humorous and relatable scenarios. It opens with an 11-year-old boy who, after a brief play session, surprises his parents by saying, “Ek ghanta khel liya, ab mein padhaai kar lu.” – ‘I have been playing for over an hour, let me study now.’ This sets the tone for a series of moments where kids, once full of study excuses, now eagerly engage in learning.
As the ad unfolds, children interact with their Classmate eduGAMES Infinity notebooks, scanning QR codes that unlock a world of interactive games and quizzes. Their excitement is a testament to how eduGAMES Infinity has redefined studying, making it as enjoyable as playtime. The film closes with a powerful message: “Ab bacche seekhne ke bahane denge.” – ‘Now children will look for excuses to study.’ With Classmate eduGAMES Infinity, learning is no longer something kids want to escape—it’s something they look forward to.
The link to the brand campaign is below: – eduGAMES
Speaking on the campaign, Vikas Gupta, Chief Executive, Education & Stationery Products Business Division, ITC Ltd., said, “We all cherish the memories of flipping to the last page of our notebooks—scribbling our dreams, solving puzzles, or playing simple games with friends. That space represented curiosity, creativity, and the fun side of learning. With eduGAMES Infinity, we’re keeping that spirit alive—but in a way that resonates with today’s digital-native students. By merging technology with the timeless joy of problem-solving, we’re ensuring learning remains just as exciting as it was back in the day—only now, the possibilities are truly endless.”
Srijan Shukla, Executive Creative Director at Ogilvy India, shared his insights on the campaign's conception: “The idea behind eduGAMES Infinity stemmed from a simple yet profound truth—kids love to play, and play is an incredible medium for learning. We wanted to rekindle the charm of the last page of a notebook but with a digital upgrade that keeps students engaged in a fun, educational way. The campaign brings this idea to life with humour and nostalgia, making the learning experience truly memorable.”
For generations, the last page of a Classmate notebook has been more than just ‘paper’—it’s been a playground for creativity, from tic-tac-toe battles to hand-drawn mazes. Now, Classmate is reviving that nostalgia with a tech twist. With eduGAMES Infinity, students can scan a QR code to access 11 interactive logic-based challenges, enhancing verbal, mathematical, and critical thinking skills. They can play daily puzzles, compete on leaderboards, and earn rewards—all while reinforcing fundamental literacy and numeracy skills in line with NEP 2020.
Since its inception in 2003, Classmate has reimagined learning with innovations like DIY Origami & AR Notebooks, AI-powered customizable covers (through digital platform Classmateshop.com), and Play Series Notebooks with collectible themes. With each step, Classmate continues to make education more engaging, transforming how students interact with their study materials.
As digital adoption among students rises, Classmate is proactively integrating technology into learning. Studies reveal that 83% of children aged 10-14 use digital devices for education, while 90% of teenagers between 17-18 are frequent smartphone users. Recognizing this shift, Classmate introduced AR-enabled notebooks in 2022 and now, with eduGAMES Infinity, expands its presence in the digital learning space. The platform ensures controlled screen time, with games lasting just five to ten minutes, making digital engagement purposeful and balanced. The QR-based gamified experience fosters interactive education while maintaining focus on learning outcomes. With 55% of its product portfolio integrating tech-enabled learning, Classmate continues to redefine student engagement in the digital age.
With eduGAMES Infinity, Classmate proves that some things never change—like the magic of the notebook’s last page. Only now, it’s more immersive, interactive, and tailor-made for the digital generation. By blending nostalgia with innovation, Classmate is redefining how students learn, play, and grow.