MUMBAI: Linc Pen has launched its new ad campaign with the tag line “linc pen lo, kismat badlo”.
Created by Ogilvy & Mather, the philosophy behind this new campaign is to create a brand preference for Linc.
Unlike in the earlier ads where Linc had a more product focus, this campaign focuses on Linc as the brand to watch out for while choosing a pen.
The idea here revolves around the central theme of ‘Koi bhi pen nahin, Linc pen. Linc pen lo, kismat badlo’ (Don’t choose any pen, ask for a Linc pen. Buy Linc pen and turn your destiny around).
O&M ECD Sumanto Chattopadhyay said, “The Linc Pens ads are cautionary tales that warn us, with a dash of wicked humour, to place as much importance on what we write with as we do on what we write.”
Linc GM- marketing Tanmay Chattopadhyay said, “The writing instrument market is low-involvement and highly fragmented. About 80 per cent of the industry’s revenues in India come from pens priced up to Rs 20. Through these ads we want students, employees and others to re-consider which brand of pen they are buying.”
The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets, they will also have on ground promotions, retail activations, sell in schemes apart from social activation through digital platforms.
The company aims to shore up its retail presence in South and West Indian markets through this marketing campaign.
The 45-day campaign will be aired across 12 channels in kids, sports and regional genre. There would be around 2000 spots aired to reach the target customers in the age group of 12-30 years.
