Parker mesmerizes Amitabh Bachchan yet again

Luxor Writing Instruments Pvt. Ltd. today launched a new TVC for "Parker'. The commercial, a brainchild of Lowe Lintas revolves around positioning for the brand i.e. "What the world calls a pen.'

Pooja Jain, Executive Director, Luxor Group, said, "What you take out from your pocket to sign that important document or letter does say a lot about your taste and persona. With over 120 years of international heritage, every "Parker' is not just an epitome of sophistication but also an assurance of the highest quality performance and comes with a tag of being globally recognized as the choice for a real connoisseur. With its distinguished appeal and charisma, it has been a favorite world over for decades now."

"People are now more and more conscious about the brands they use. Launched in India by Luxor Writing Instruments Pvt. Ltd. in 1996, Parker holds a unique place in the writing instruments category. When you hold a Parker, it is the Parker and not a pen. We wanted to capture this in our brand communication for Parker and the Lowe team has done a wonderful job at that." she added.

Speaking about the new TVC, R. Balki, Chairman & Chief Creative Officer, Lowe Lintas, said, "The new Parker film revolves around the new positioning for the brand. The film depicts the global recognition of the brand and the same is captured throughout the script while showing different forms of pronunciation of the word "Parker' in different languages as used in different countries across the world. The film also reflects that Parker is a choice for real connoisseur. It enhances the overall brand stature and once again establishes Parker as the World's most renowned pen."

"Amitabh Bachchan has again stood apart with respect to the overall brand personality, perception and value. His personality compliments Parker's personality of being a globally recognized and valued brand which gets bigger and more prestigious with time." he added.

The TVC opens up with Amitabh Bachchan dressed in an elegant suit, sitting on a stylish couch, in a posh hotel lobby. A gentleman approaches him and asks for a pen. Mr. Bachchan is filled with admiration for the pen that he holds in his hand and ignores him. The gentleman again asks for a pen. Mr. Bachchan in awe of the passionate craftsmanship shows the gentleman different Parkers telling him how people across the world pronounce it. The gentleman recognises Mr. Bachchan's context and asks for a "Parker' instead of a pen. Mr. Bachchan instantly acknowledges the request of this Irishman and hands him a "Parker'.

Advertiser: Luxor Writing Instruments Pvt. Ltd.

Creative Team: R. Balki, Amer Jaleel

Planning: Ritu Bhandari

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