YOUVA - #AClassApart
Turning longbooks into a badge of confidence for students who choose to stand apart.
Overview and challenge
Youva, from Navneet Education Limited, has been a trusted name in the stationery space, creating products that support millions of students through their learning journey.
With Youva Stellar Longbooks, the brand had created a product designed for the new generation of students: stylish, high-quality and made for those who believe in doing things differently.
But in a competitive stationery market, notebooks are often seen as just another classroom essential. Youva wanted Stellar to become something more.
The challenge? To transform a longbook from a functional product into a symbol of personality, confidence and individuality. Because today’s students don’t just want stationery that helps them write better, they want choices that represent who they are.
That’s when ants digital stepped in.
Campaign insights
Today’s generation of students is not chasing the idea of fitting in. They are dreamers, creators and independent thinkers who take pride in their unique choices.
We realised that Youva Stellar Longbooks were not just competing for space inside school bags. They were competing for a place in student culture. So instead of simply highlighting product features, we built a narrative around the students who use them.
The ones who think differently. The ones who answer differently. The ones who are truly a class apart.
And that became the starting point for #AClassApart.
Campaign tactics and execution
“Be bold. Be confident. Be #AClassApart.” That was the essence of the campaign.
We had the idea, now we needed stories that would make students see themselves in it.
The ants digital team created a digital-first campaign driven by humour, relatability and moments every student could connect with. We brought the idea alive through two playful films, then built a complete digital rollout around them.
We built a movement celebrating individuality.
Results and Impact
Results and evaluation
29.4M+
Total impressions
12M+
Total reach
1.97M+
Video views
121K+
Content engagements
Key Campaigns
- Café Dreamer:
A student confidently shares that his dream is not to become a doctor or engineer, but to open his own café. A simple classroom moment became a celebration of choosing your own path.
- Outsmart the Over-Smart:
A girl confidently responds to a classmate questioning her choice of longbook, proving that being different is not something to hide but something to own.
- Teaser campaigns:
Built curiosity before the launch.
- Social-first storytelling:
Across Instagram, Facebook and YouTube.
- Targeted ads:
Placed to reach the right student audience.
- Interactive posts and contests:
Inviting students to share their own #AClassApart moments.
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