Luxor Writing Instruments has appointed Deepika Padukone as the brand ambassador for its pen brand Pilot. She has been signed on for a period of two years.
On the appointment, Pooja Jain, executive director, Luxor Group, said, “We understand that young consumers today are very discerning of the brands they use. The brands have to match their aspirations, ambitions and personality. Deepika comes across as a go getter who has made it on her own, is confident of her choices and works hard to achieve what she desires from life. She rightly represents the youth who are passionate and seek excellence in their endeavors. Our association with her is the right fit with many common factors between Pilot and Deepika which appeal to the youth instantly. I am sure this alliance will emphasise the positioning of Pilot series as a choice of young achievers. Luxor range of writing instruments is exported to 110 countries worldwide thus we also wanted a face that would be internationally recoginsed.”
Lowe Lintas and Partners will create the advertising campaign for Pilot featuring Padukone.
On the reason behind picking Padukone as brand ambassador, R Balki, chairman and chief creative officer, Lowe Lintas and Partners, said, “Deepika is a confident person and represents the youth which is aware and determined. Her personality perfectly matches with Pilot and reflects the achievements of the young generation. The ad campaign for Pilot will keep this synchronicity in mind and will have a young feel.”