Linc Pen released it's new TVC!

Linc Pen has launched its new ad campaign with the tag line “linc pen lo, kismat badlo”

The philosophy behind this new campaign is to break the clutter of the vast unorganized pen market and create a brand preference for Linc. Unlike in the earlier ads where Linc had a more product focus, this campaign focuses on Linc as the brand to watch out for while choosing a pen.

Tanmay Chattopadhyay, GM, Marketing Linc says, “The writing instrument market is low-involvement and highly fragmented. About 80 per cent of the industry’s revenues in India come from pens priced up to Rs 20. Through these ads we want students/employees and others to re-consider which brand of pen they are buying.” Linc, with roughly 10 percent share of the Rs 2,500-crore market, is the third largest player in the country.

Commenting on the concept,  Sumanto Chattopadhyay , Executive Creative Director, O & M, said, “The Linc Pens ads are cautionary tales that warn us, with a dash of wicked humour, to place as much importance on what we write with as we do on what we write."

The idea here revolves around the central theme of ‘Koi bhi pen nahin, Linc pen. Linc pen lo, kismat badlo’(Don’t choose any pen, ask for a Linc pen. Buy Linc pen & turn your destiny around)

The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets they will also have On ground promotion, retail activation, sell in schemes apart from social activation through digital platforms. The company aims to shore up its retail presence in South and West Indian markets through this marketing campaign

The 45-day campaign will be aired across 12 channels in kids, sports and regional genre. There would be around 2000 spots aired and to reach the target customers (12-30 years).

Linc has pens range from Rs 5 - Rs 30 in the mass market segment and the uni-ball range, between Rs 30 and Rs 250, for the mid-market. It has a tie-up with German brand Lamy for a range priced above Rs 500. For the premium segment, Linc has offerings under the brand Cruiser which starts at Rs. 1500.