Kolkata-based Linc Pen and Plastics Ltd, which has established itself as one of the dominant players in the national writing instruments market, is in the process of re-evaluating its agency alignment and has called for a multi-agency pitch.
In view of the creative scope a category such as this would provide and the group’s ambitious growth plans of achieving a turnover of Rs 300 crore with focus on both domestic and export markets, several leading Kolkata agencies are ready to put their best foot forward for this account.
The agencies in the fray include the incumbent agency Mileage, a local agency that has been handling the account for three years now, O&M, Bates, Rediffusion and Megaminds. The presentations are reportedly scheduled over this week and the next, and a decision on which agency will be handling the account is expected by mid-December. The advertising for Linc pens is expected to commence from January to coincide with the upcoming exam season.
According to Arijit Chakraborty, Product Manager, Linc Pens, who confirmed this development, “We wish to infuse some fresh thinking and radical ideas on our brand . Given that the product attributes and consumer benefits are more or less the same across brands in the writing instruments category, we are looking for an agency who would be able to provide us differentiated communication to make our brand stand out.”
The Linc portfolio includes a wide variety of writing instruments like ballpens, gel pens, direct fill pens and refills, and is exported to as many as 30 countries. Linc has a strategic alliance with Mitsubishi Pencil Company, Japan, to market their Uniball range in India and also have recently forayed into retailing with the opening of ‘Just Linc’ stores in Kolkata, Mumbai, Ghaziabad and Kanpur.