Montblanc has rolled out its first TV-led campaign in India. Created by O&M, the commercial features actor Anil Kapoor and his daughter Sonam. The campaign takes forward the brand's base proposition, which says that a Montblanc is not just a pen, but a heritage or legacy that is passed on from generation to generation.
Speaking about the campaign, Dilip Doshi, chairman and managing Director, Montblanc commented, “I am absolutely delighted that our efforts to create something unique in terms of creating awareness of this legendary brand has come to fruition. Both, Anil & Sonam convey the message so naturally that it is really heartwarming. Everyone at Montblanc is thrilled to see the final outcome”.
Added Rensil D’Silva, executive creative director, Meridian, “It was a big challenge for the Meridian team to come up with the Indian leg of the Montblanc campaign especially since it’s 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 have the faith that this campaign will only take the brand forward.”
WATCH the TVC here:
The commercial begins with Kapoor reminiscing about the time he decided to become an actor. When he told his father about it, the latter didn't offer him any help, but did hand his son a Montblanc pen - the power to write his own destiny. Later, Sonam walks into her father's study and tells him that she too, wants to become an actor. Kapoor tells his daughter the same thing that his father had said to him years ago - don't expect any help. However, he too, hands over the Montblanc pen that his father had given him.