The year was 2008 and the event, the International Andy Awards. The Luxor Highlighters print ad, created by Leo Burnett won two silvers in the Graphics design campaign and the Personal Products campaign categories. The print ad campaign for Luxor Highlighters showed a full page of copy with information about an iconic historical character. The copy is shown to be highlighted with a Luxor highlighter in a manner that the face is outlined. Three characters were used for this landmark campaign, Che Guevara, Adolf Hitler and Charlie Chaplin. The campaign went on to win several international awards giving a fresh impetus to Luxor Group.
Cut to 2014. The company is on a mission to take the turnover to $50 million in the next five years and the strategy being used is to remain flexible with their media mix and staying true to their brand promise. A smart mix of print and TV has worked well for the brand. Speaking about their strategy, Pooja Jain, Executive Director, Luxor Group explained, “We are not HUL but we know how to reach out to different groups in different segments of the society.” Jain was referring to Luxor Highlighter’s full page ads with the historical characters which were an instant hit with consumers and critics alike.
Luxor attempts to reach out to different sets of people, by using creativity in both print and television. It is tapping consumers in smaller towns too where growth is emerging from today. After achieving considerable success in the northern belt especially the metro cities, Luxor Group has started exploring growth opportunities in the non-metro but rapidly expanding cities of India like Indore and Patna. Luxor’s business in these cities needs a different approach as explained by Jain, “The economy in India is constantly moving ahead and growth is coming from the cities like Indore and Patna and the purchasing parity and consumerism is rapidly shifting from metro cities to the non-metro but urban cities and these areas are significantly gaining importance for our business. We definitely have different marketing strategies for different regions of the country depending on differing tastes and preferences. For example, Luxor Free Liner has high demand in Tamil Nadu and our strategies vary accordingly,” she said.
Luxor has a wide ranging product portfolio for different demographics in the country and has managed the right media mix for different parts of the country as well as for different age groups. Speaking about their campaigns and how they are designed differently for each product, Jain said, “For every product we identify the right media mix. For example, for Parker we have advertised through niche magazines which are picked up by the elite clientele we target.”
In 2011, when Luxor wanted to recreate the magic of Parker they came out with a campaign called "What the world calls a pen". The multimedia campaign was targeted to reposition the brand as a pen for the real connoisseur. According to Jain, "One campaign that hits my mind and did exceptionally well for us was Parker's campaign - What the world calls a pen". The campaign extensively used the print and television media to highlight the charisma of Parker through various newspapers and niche magazines.
Interestingly, Luxor unlike some other brands does not use the regional vernacular language to create differentiated campaigns in different parts of the country. Jain said, “Language is not a barrier for us and we have restricted our communication to English and Hindi even though we advertise in the regional media. Regional media plays a key role in reaching out to the masses. We do come up with region specific campaigns and understand there is a need for local strategies and customization at various levels to reach out to the modern day consumers.”
The founder of Luxor Group, D K Jain ran ahead of time with his plans to enter the cleaning industry with nanotechnology and launched Luxor Nano Clean in the year 2012 and his personal favorite Amitabh Bachchan was roped in again to woo the house wives of India. In just two years, Luxor’s Nano Clean has added Rs 15 crore and according to Jain, “We are aiming to hit Rs 100 crore in the next five years with Nano Clean.” Remarkably with Nano Clean Luxor tried to woo an altogether different clientele in the form of house wives and were successful in doing so by using national dailies reaching out to the middle aged housewives. Various full page print ads were used for the launch of Nano Clean.
Luxor’s differentiated strategy does not allow it to have a very fixed media mix. Television, Print, Digital and Outdoor all form a very integral part of their media mix and it depends on the product, and the target group which determines the media plan for that specific campaign. The Luxor group has been providing total stationery solutions to the country for more than 50 years now. Luxor’s annual revenues cross $75 million in the writing instruments and stationery category.