Linc Pens, which recently awarded its media mandate to The Media Edge, has unveiled a new campaign with the theme ‘The beginning of change’. The campaign aims to break away from the category trend of having product oriented messages and seeks to bring the brand closer to its consumers.
The new theme draws on the broader macro context of the Indian society, which, too, is in the process of reinventing itself. Accordingly, Linc has positioned itself as riding the crest of this wave of change, in other words, to be perceived as being instrumental in writing the future of India.
‘The beginning of change’ has been taken a step forward with the idiomatic rendition “Likha hai hamare chehre par aaj, India ki nayi kahani”, which becomes the dominant refrain of the TVC. The film has been shot against a mega canvas, which gives the brand a larger than life role. Music plays a significant role in the film heightening the intensity of the emotions captured through everyday experiences of the ordinary Indian in these extraordinary times of change.
Rediffusion DY&R, who were appointed as the creative agency for the brand in May this year, has worked closely with the Linc team and other internal stakeholders to determine the goals for the new brand campaign, which in the words of a company spokesperson was “to reach out to their new markets, while maintaining their unique, value based personality”.
An independent review of their company, their industry, and their competition was completed by Rediffusion to flesh out the big picture for Linc and the resultant impressions and learnings were distilled into the conceptualisation of the new campaign.
Amitava Sinha, Executive Vice-president, Rediffusion DY&R, Kolkata, said, “We believe this campaign will go beyond just the end consumers and create a higher order imagery for Linc that would work across the various stakeholders of the company. We must not forget that while pens are everyday use functional products, they also are believed to be mightier than the sword.”
Linc makes many kinds of pens popularly priced for mass consumption. As a part of the company’s attempt to reinvent itself and its portfolio, the focus of the new TVC is also to create a defined brand called Linc from which its various sub-brands could draw their sustenance.
Linc Pens assigns media mandate to The Media Edge, Kolkata