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Tag: Harshvardhen Daga

  • Linc Pens to woo consumers with innovative campaign for new product

    Linc Pens to woo consumers with innovative campaign for new product

    KOLKATA: Linc Pens is all set to woo consumers with its unique animated TVC for one-of-its kind product: Linc Twinn. The campaign is likely to bring the vibrancy of Indian folk music to Indian television.

     

    Linc Twinn combines the power of a pen and a pencil in a single body. The communication reflects on the utility of Linc Twinn through an animated series which is sure to make a mark in the cluttered advertisement world, the company said.

     

    The advertisement shows the prince of ‘Pen Nagar’ getting married to the princess of ‘Pencil Land’ and as a result of the marriage between the pen and pencil; Linc Twinn (The Pen with Pencil) is born. There are separate versions for Linc Twinn Ball & Gel category.

     

    “Linc Twinn is a revolutionary product mainly targeted at students but useful for all. Cricket World Cup cuts across all age groups & income levels; hence; we thought it’s the best platform to launch a new TVC campaign,” said Linc Pens MD Deepak Jalan.

     

    Linc Pens brand manager Harshvardhen Daga said that Linc Twinn is an all new category of writing instruments. “Till date people have used Pens or Pencils; we have combined both the utilities in one instrument,” he said.

     

    The best part about the product is the pricing, which is just Rs 10 and hence affordable for the masses. For the same reason; the ad also has a very mass appeal with context to kingdoms; marriage; mythology and the folk score. All three ads we have kept a synergy in the form of Baul music. 

     

    “The ektara used throughout makes these TVCs stand apart along with the colourful animations. This entire journey of two months has been very exciting and our agency partners have been able to execute exactly what we required,” Daga explained.

     

    Pressman executive creative director Raj Banerjee added, “Animation is increasingly becoming important as a tool for the advertising world and I can only see it increasing leaps and bounds in the near future for more engaging communication for the target group. Word-of-mouth feedback from various SECs; age groups; varied demography and psychographics seem to have talking only good things about Linc Twinn.”

  • Linc Pen takes brand integration route

    Linc Pen takes brand integration route

    KOLKATA: Kolkata-headquartered Linc Pen & Plastics has spent 1.5 to 2 per cent of the Rs 315 crore turnover on marketing and branding in the current fiscal 2014-15.

     

    In an industry, which is marked by low level of differentiation, the company is aware that it is imperative to create brand differentiation among the potential target audience. In keeping with this, Linc Pen & Plastics has spent close to seven per cent of its marketing spent on digital campaigns and internet.

     

    Also, after integrating its brand in the movie Bhootnath Returns, the company is looking for more such brand integration opportunities.

     

    “It is essential to advertise and popularise the USP of the product and the brand on digital platforms these days. We are not only active on digital platforms, but look at how to engage with people. We spend around 78 per cent on the above-the-line (ATL) activities including advertisements and hoardings. Also, the ATL mix is going up as compared to last year,” said Linc Pen & Plastics brand manager Harshvardhen Daga.

     

    With consumers becoming more and more enthusiastic about what brand they use, Linc Pen & Plastics is always looking for engagement programmes with its consumers.

     

    Linc Pen is amongst the top three brands in the writing instruments industry, having largest market share in eastern India. Linc pens are exported to more than 50 countries presently. The brand was placed at number 282 across all brands in India last year.

     

    On the brand integration with movies, he said that brand Linc was shown for around 60 seconds in Boothnath Returns. “We are in talks with people for getting our brand good visibility,” he said.

     

    The writing instrument market is low-involvement and highly fragmented. “Linc focuses on the mass market. We have pens ranging from Rs 5 to Rs 20 in the mass market segment,” he concluded.