Dentsu’s Media Palette Delhi operation has just signed on the media AoR business of stationery and writing instrument brands Luxor and Parker. The account is estimated to be Rs 12-15 crore. The incumbent agency is Initiative Media.
Luxor Writing Instruments Pvt. Ltd (LWIPL) headed by D K Jain, is one of the largest names in the writing instruments industry in India. LWIPL has the exclusive rights of manufacturing and distributing Parker, part of the French brand Waterman.
Dentsu Media formally launched its India operations in the summer of 2007. The agency operates under two independent brand names, Media Palette and Media Cubic.
“We are extremely happy to work with the Luxor and Parker brands. We have all grown up over the years using the Luxor products and hence have high-levels of intimacy and brand regard at a personal level, for both Luxor and Parker. It will be our endeavour to leverage the heritage and intrinsic brand strength of both these brands in media for greater consumer proximity and preference,” said Sharat Jain, CEO, Dentsu Media.
Pooja Jain, Executive Director, LWIPL, said, “Luxor is known to be the leader in the writing instruments industry. Today, we are actively involved in diversifying our business by opening up exclusive retail stores across the country. Therefore, it is very important that all our brands receive the right treatment. Dentsu responded to a specific brief proactively with a proposition that suited our needs. It will team up with our creative agency, not just as a media service provider, but as also as an effective communication partner and will hopefully take the brand to a new level.”