Pen manufacturing company, Linc Pens has launched a new social campaign with its latest TVC for its product ‘Linc Touch’ The. Campaign rides on the punchline of ‘Angutha Nahi Kalam Uthao’ through its latest product launch of ‘Linc Touch’.
According to the company, the communication reflects on the utility of Linc Touch while juxtaposing the importance of literacy in today’s world. With India’s digital populace increasing by leaps and bounds, the TVC aims to not only reach out to the core target group of touchscreen smartphone users for this pen but also beyond riding on the message ‘Angutha Nahi Kalam Uthao’ thereby hitting the 26.2 per cent of the Indian population which stands below the literacy line.
Linc Touch is next in line in the ‘future-ready pens’ product basket of Linc Pens after the launch of Linc Twinn in October 2013.
The advertisement features young set of friends chilling on a Sunday afternoon while the door bell rings. Shanti Bai (played by Suhita Thatte), the domestic help opens the door to the postman (characterised by Bhupesh Singh) to receive the package by putting her thumb impression on the document as a sign of receipt. While she is doing so, the young protagonist calls out to Shanti Bai and points at the pen thereby encouraging Shanti Bai to sign the receipt rather than putting her thumb impression on it.
Commenting on the concept, Deepak Jalan, Managing Director, Linc Pens said, ”Linc Touch is a revolutionary product at Rs.20 which has been conceptualised after much R&D and mainly targeted at college students, young corporate executives and other touchscreen smartphone users. The TVC has been very powerfully conceptualised in terms of expression, dialogue delivery and message communication. The ad has been beautifully executed and the ‘mass appeal’ has been kept intact keeping in mind that Linc is a brand for the masses.”
On the digital touch proposition, Mridul Sony, Marketing Head, Linc Pens said, “Linc Touch is an innovation in the writing instruments industry given its price point of Rs.20. The year 2016 would experience about 200M smartphone users in India and in this digital age, Linc Touch is the perfect offering at Rs.20 for the young college students and young executives. The high value proposition of the product resonates with the consumer mindset especially when the consumer wants the maximum for fewer prices. And when everything is moving in the digital direction, it only makes sense that a pen be launched with a ‘”digital touch.”
Commenting on the concept, Raj Banerjee ,Vice President, Pressman said, “Be it poverty or be it population explosion, the root problem of our nation has consistently been lack of education and its really appreciable of Linc to value that sentiment and convey that crucial message through this TVC. Thoroughly touches an inner chord with a candid moment depicting the care that this young protagonist feels for the elderly domestic help. The sheer power of the content, without an iota of doubt, will effectively engage the target audience and make it a successful effort on behalf of the team.”
Watch the TVC here: