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Montblanc continues with its ‘write destiny’ in its first ever TV campaign

Montblanc continues with its ‘write destiny’ in its first ever TV campaign

Author | Tasneem Limbdiwala | Wednesday, Sep 23,2009 7:52 AM

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Montblanc continues with its ‘write destiny’ in its first ever TV campaign

Montblanc, known for generations as a manufacturer of sophisticated and luxurious writing instruments, has launched its first ever television commercial in India. The TVC is breaking across channels on September 23, 2009.

Narrating the story of Monblanc’s legacy and heritage is actor Anil Kapoor, who is endorsing a brand for the first time. The popular Bollywood actor, who also got much international acclaim for his role in Oscar-winner ‘Slumdog Millionaire’, will be seen in a TVC for the first time. Supporting him in the TVC is his daughter, actress Sonam Kapoor.

Conceptualised by Meridian Communication and produced by Corcoise Films, the TVC presents a Montblanc not just as a pen, but having a legacy and heritage that is passed on from generation to generation.

Elaborating on the objective, Rensil D’Silva, Executive Creative Director, Meridian, said, “The brand stands for lineage of exclusive and exquisite brand. Internationally, it is a well established brand, however, the objective here in India has been to narrate the story of its heritage.”

On roping in the Kapoor father-daughter duo, D’Silva said, “Based on the objective of the brand, the two fit well to depict a modern father-daughter relationship.”

He further said, “It was a big challenge for the Meridian team to come up with the Indian leg of the Montblanc campaign, especially since it is such a well-established international brand. But, I think we have a really interesting campaign and some great star power from Sonam and Anil Kapoor. I am confident that this campaign will only take the brand forward.”

The thought for the TVC comes from the insight that behind every Montblanc pen, there is a story. It is a pen meant for those who have the power within them to write their own destiny. The film portrays the relationship between a father and a daughter and how the bond between them is further strengthened by the legacy that is imbibed in the pen.

On the campaign’s expectations, Dilip Doshi, Chairman and Managing Director, Montblanc, said in a prepared statement: “I am absolutely delighted that our efforts to create something unique in terms of creating awareness of this legendary brand have come to fruition. Both Anil and Sonam convey the message so naturally that it is really heartwarming. Everyone at Montblanc is thrilled to see the final outcome.”

The brand has taken a 360 degree approach for its communication. Supporting television commercial will be print and outdoor ads. D’Silva said that there would also be Internet presence, but the current focus would be more on traditional media.

TVC credits:

Rensil D’Silva, Executive Creative Director, Meridian Communications
Harshad Sharma, Senior Creative Director, Meridian Communications
Subhrajit Kar, Head of Office, Meridian Communications
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