‘Koi bhi pen chalega’ is the ideal consumer perception for lower range of pens, where the consumer has low involvement. Taking this thought forward, Linc Pen, with roughly 10 per cent share of the Rs 2500 crore market, launched its new ad campaign with the tag line ‘Linc pen lo, kismat badlo’.
The philosophy behind this new campaign is to break the clutter of the vast unorganised pen market and create a brand preference for Linc. This campaign focusses on Linc as the brand to watch out for while choosing a pen unlike the earlier ads where Linc had a more product focus. The brand wanted to connect with the young adults (10-15 years) through the low involvement range of pens (which are mostly below Rs 15).
The campaign is made in four languages (Kannada, Tamil, Telegu and Hindi) and is a part of other ATL and BTL activities planned by the company, specifically with respect to the audience in Southern markets. The campaign will be primarily targeted towards the audience in South and West India as these happen to be focus market for Linc in the near future.
The ad shows slice of life situations amongst various age groups – a school-going boy in an examination hall, a guy going for his first interview and a man about to get married. The campaign shows how unexpected events can happen on buying the wrong pen. The idea revolves around the central theme of ‘Koi bhi pen nahin, Linc pen. Linc pen lo, kismat badlo’.
Tanmay Chattopadhyay, GM – Marketing, Linc 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 reconsider which brand of pen they are buying.”
Explaining the concept, Sumanto Chattopadhyay, Executive Creative Director, O&M said, “A pen is a pen is a pen. That is the basic problem of this low-involvement category and the Linc Pens campaign takes it head-on. 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. This is Linc Pen’s campaign strategy for creating a differentiator in an undifferentiated category.”
According to him, the challenge was to create distinct communication that would stand out without making a tall claim that puts the consumers off. “By taking important life situations where a pen plays a key role, we showed with humourous exaggeration, how someone's wrong choice can get compounded – with unexpected consequences,” he added.
The campaign will be supported by an integrated marketing plan. Apart from outdoor, there will also be on-ground promotion, retail activation, apart from social activation through digital platforms.
The 45-day campaign will be aired across 12 channels in kids, sports and regional genre. There would be around 2,000 spots aired to reach the target customers.
Industry experts feel that the concept is old and the campaign could have been executed in a better way to attract the consumers.
Talha Bin Mohsin, ECD, DDB Mudra Delhi felt, “The approach is new in the particular category but the idea of one bad thing leads to another is quite old and we’ve seen much better executions (for example last year’s Cannes Gold winning campaign by Direct TV). Also, the execution and detailing could have been much better. I’m not sure whether the campaign will garner eyeballs or not.”
Rahool Talukdar, National Creative Director, Focus Circle said, ‘Koi bhi pen’ was fine but ‘koi bhi pen loge, toh kuch bhi ho sakta hain’ didn’t work. Low involvement category advertising needs to create distinction – consumers doesn’t understand strategy; all they understand is the story. In my opinion, the story doesn’t connect. I think the creatives should have pushed harder on this one as the final product smells of ‘strategy’ a bit too much.”