Hindustan Pencils, the parent company behind the iconic stationery brands Nataraj and Apsara, launched an exciting campaign this Republic Day, aimed at engaging and inspiring children across India. This year’s Nataraj Hidey Pencils campaign continued to celebrate the values of the Indian Army, 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 the country. These mascots delighted students while introducing them to the key features of the Hidey Pencils and spreading messages of patriotism and discipline, in line with the spirit of Republic Day.
Additionally, Hindustan Pencils launched a microsite where children could create their own Hidey avatar, allowing them to unleash their creativity and connect 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 captured the essence of patriotism, discipline, and the spirit of the Indian Army.
Finally, Hindustan Pencils partnered 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, which were first launched on 26th January 2024 as a tribute to the Indian Army, continue to embody resilience and excellence. This year’s campaign reinforced that commitment while making learning a fun and memorable experience for children across India.
