Ogilvy Kolkata has created a new campaign for Linc Pens, with the objective of increasing relevance of the brand in the category.
The campaign consists of three TVCs. The idea for all three films revolve around the central theme of ‘Koi bhi pen nahin, Linc pen. Linc pen lo, kismat badlo’(Don’t choose any pen, ask for a Linc pen. Buy Linc and change your destiny).
This films show three slice of life situations amongst various age groups - a school-going boy in an examination hall, a man going for his first interview, and another about to get married. All three films show unexpected events taking place because the protagonist has bought the wrong pen.
On the thought behind the TVC, Tanmay Chattopadhyay, general manager, marketing, Linc Pens, said, “We had done a consumer research across 13 cities. We found out that pens are a low consumer involvement category. People who go to buy a pen, don’t generally ask for a brand. Compare this to people who go to buy glue (at similar price points); they name the brand they are looking for. We wanted to address this through our campaign.”
“We are also looking to discourage the sale of unorganised brands in India. Unorganised brands in India contribute to 35 per cent of the total value of sales and 25 per cent of the total volume of sales. Our campaign is also looking to make people aware of branded pens,” added Chattopadhyay.
Linc has approximately 10 per cent share of the organised market, which is estimated at Rs 2,500 crore.
On the TG for this campaign, Chattopadhyay said, “We are targeting 10 to 16 year-olds through this campaign. The campaign was launched on 11 January and will run till 21 February. The time period is in the lead up to school examinations.”
On the concept for the ads, Sumanto Chattopadhyay , executive creative director, Ogilvy and Mather, said, “The Linc Pens ads are cautionary tales that warn us, with a dash of wicked humour, to place as much importance on what we write with as we do on what we write."
The films will be part of an integrated marketing campaign. Besides outdoors and increased visibility at trade outlets, Linc is also looking towards on-ground promotions and retail activations. Digital will also be used as part of this campaign.
Explaining the rationale behind using digital, Linc’s Chattopadhyay said, “Our TG is not press-oriented. Children don’t look at the news through newspapers. They are the ones who sit online and read up on everything. That’s why online is the second most important vehicle.”
Creative Agency: Ogilvy, Kolkata
Brand: Linc Pen
Client: Tanmay Chattopadhyay
National Creative Director: Abhijeet Avasthi/Rajiv Rao