Home >> Advertising >> Article

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

23-September-2009
Font Size   16
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

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

A total of 183 advertisements were picked up by ASCI’s Suo Moto surveillance

Communication experts say that the recent Airtel controversy on Twitter is a lesson for consumer-facing brands to rejig their customer support and make it more apt for social media

The movie has been trashed by critics and movie-goers alike. We find out how this dents the brands associated with the movie.