ake a walk down memory lane and you'll surely conjure up images from your schooldays. Stationery and educational book brand, Navneet Publications too realised the potential in the emotional connect people have with their growing-up years. Navneet's first ad film is based on this idea.

In a setting that will remind one of Nagesh Kukunoor's Rockford, a film that is set in a boarding school, the 30-second TVC is a collage of scenes from the schooldays of a group of friends. The background score is a song, Har akshar, har yaad, simti hui hai. A young girl drops her school bag from her bicycle and her books fall out. As she goes to pick up her things, it starts raining and she enjoys the downpour. A male voiceover says, Woh girls ke saath dushmani, andar uljha sawaal wahi hai, rui mui baadlon mein, haathi ghode chhipte hain. Meanwhile a boy comes up to the girl in class and says 'hi', as his friend pokes fun at him. Another classroom shot shows a professor whipping the boy on his back with a cane. The girl, who is looking on, feels her friend's pain. After class, to the girl's surprise, the boy removes a Navneet notebook from his sweater that had been protecting his back all the while. The TVC ends with images of boys playing in the school ground as the VO says, Saal the alag, hum to wohi hain. Navneet � India's best loved notebook.... more