Rotomac TVC: Salman Khan's on screen image of a violent macho man cleverly used

Rotomac Pens, part of the multimillion Vikram Kothari Enterprise, manufactures over 1 million writing instruments a day, has pens ranging from Rs 5 ' Rs 1 lac catering to every strata of the pen usage pyramid. Rotomac has always been associated with a celebrity since the very beginning. When the company was incorporated in the year 1992, they signed on Raveen Tandon for the campaign "Likhte likhte love ho jaye' followed by one of the first to take the clear pen concept to the next level with "Glassee- Sab kuch dikhta hai and then with Javed Akhtar- Fighter Hamesha Jeettha hai.'

Rotomac has signed on Salman Khan for their latest campaign, Haath Uthao¦Magar likhne ke liye. Targeted at the Youth of India aged 16-35 yrs, the objective of the campaign is to increase market share of Rotomac dramatically by creating a leadership perception for the brand

The short films have Salman Khan urging the viewer to use the pen to stand up for the rights of the underprivileged and bring about a change in their lives and therefore, the country.