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Luxor repositions Parker with Rs. 10-crore TV campaign

23-January-2004
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Luxor repositions Parker with Rs. 10-crore TV campaign

Luxor Writing Instruments Pvt. Ltd. (LWIPL) has launched a new advertising campaign to reposition its leading brand, Parker. Developed by Lowe & Partners Worldwide, the television campaign stars brand ambassador Amitabh Bachchan and aims to develop consciousness that Parker is not just a pen; it is a status symbol.

On the campaign theme, Pooja Jain, Director, LWIPL tells exchange4media, “Through a sharp sense of humor weaved into the campaign, Amitabh Bachchan conveys that a pen is an the extension of an individual’s personality. If you can be conscious of your clothes, shoes and accessories, be conscious of the pen you carry too.” On the ad spend, Pooja informs, “We have invested Rs. 10-crore on this campaign.”

The television campaign comprises five sets of 25-second ads – ‘Parker Donation’ for Parker Vector Metallix, ‘Parker Laptop’ for Parker Vector Standard, ‘Parker Banyan’ for Parker Beta Roller Ball, ‘Parker Pappu’ for Parker Vector Stainless Steel and ‘Parker CEO’ for Parker Sonnet. Each of the ads has Amitabh Bachchan needling an individual on why he doesn’t own a Parker pen when he can own a laptop/Italian shirt etc., ending with, ‘Then why have a pen that’s not a Parker? Why?’ The firm has booked 1500 spots on leading television channels including Sony (150), Aaj Tak (230), Set Max (210), HBO (150), Mtv (284), CNBC (235), NDTV (120), SUN TV (46) and EENADU (75).

With advertising agencies vying with one another to cash in on his megastar status, Amitabh Bachchan is one of the hottest advertising mascots today and has endorsed BPL, ICICI, Maruti Versa, Pepsi, Reid & Taylor, Nerolac Paints and Dabur. With the star simultaneously endorsing so many brands, a Bachchan endorsement has ceased to be a novelty as far as consumers are concerned. So is an endorsement deal with the actor worth all that money? “Amitabh Bachchan's universal appeal will help us to effectively communicate our brand message to a wider target audience,” points out Pooja Jain.

According to D.K. Jain, President & Chairman, LWIPL, “Using Amitabh Bachchan as our brand manager has helped in strengthening brand image and recall within the target audience. In India, people believe that a pen is a normal writing instrument and should not cost over Rs. 10. So why should they go for an expensive brand like Parker? With a top Bollywood icon – whom the young and old can identify with – saying that it is the best brand, people feel why not spend a little more and try it out? While trying it ‘just one time,’ if the person is satisfied with the product, he becomes our permanent customer, and he buys it repeatedly. With Amitabh Bachchan as our brand ambassador, his fans across the length and breadth of the country will definitely buy our pens.” During his term as Parker’s brand ambassador, Bachchan will endorse the brand through corporate and product campaigns on television, print and outdoor medium.

Established in 1963, LWIPL manufactures and markets Parker, Pilot, Luxor and Papermate. Of these, Parker, which accounts for 40% of the company’s Rs 150-crore turnover, is being pitched as the flagship brand as it has an international image and yet it’s affordable.

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