Sunny Side Up wins creative mandate for Lapis Bard

Sunny Side Up has secured the creative mandate for Lapis Bard, the luxury writing instruments and accessories brand owned by William Penn. Under the mandate, the integrated communications agency will handle brand strategy, creative development and integrated communications across platforms, supporting Lapis Bard’s plans to strengthen its premium positioning and expand market reach.

William Penn has been focused on reinforcing the brand's stature within the luxury category, and the appointment is positioned as a step towards sharpening its presence among discerning consumers. The agency will oversee creative outputs, digital content strategy and campaign development for upcoming product launches.

Nikhil Ranjan, managing director at William Penn, said: “Lapis Bard represents the pinnacle of craftsmanship and design within our portfolio. As we look to elevate its stature, we sought an agency partner that understands the nuances of luxury and possesses the creative firepower to articulate the brand’s story effectively. Sunny Side Up demonstrated a clear strategic vision and a creative approach that aligns with Lapis Bard’s ambition.”

Shyam Nair, creative director at Sunny Side Up, stated: “Lapis Bard has a beautiful, intrinsic truth rooted in craftsmanship and legacy. Our job is to translate that inherent elegance into an unmistakable and contemporary visual language. The challenge, and the opportunity, is creating communication that doesn't just sell a pen or a bag, but asserts Lapis Bard's definitive role in the modern luxury narrative.”

The agency’s remit includes refining the brand’s storytelling, creating cohesive campaign frameworks and ensuring that the brand’s visual and narrative identity is consistently articulated across platforms. The mandate also aims to support Lapis Bard’s ambitions within India’s evolving luxury market, where brand differentiation and elevated creative expression play an increasingly important role in consumer engagement.

As Lapis Bard develops new collections and expands its presence across categories, integrated creative support is expected to strengthen brand recall and unify its communication across digital and offline touchpoints. The partnership brings together William Penn’s focus on craftsmanship-led luxury and Sunny Side Up’s capabilities in strategy, content and creative design.