Shephali Bhatt
Sep 30, 2011

Luxor explains 'what the world calls a pen' in its new TVC

Watch the TVC created by Lowe Lintas

wide player in 16:9 format. Used on article page for Campaign.

Luxor Writing Instruments have come up with a new TVC for Parker pen, that stars its ambassador, Amitabh Bachchan, who recently got associated with the brand once again.

The TV commercial has been created by Lowe Lintas keeping in mind the new positioning of the brand, centred around the tagline, 'What the world calls a pen'.

The TVC takes you to a hotel lobby where you spot Amitabh Bachchan sitting on a couch, looking as suave as one could imagine, scribbling something on a paper using one of the pens from his Parker collection, nonchalant about his surroundings. A man enters the frame and asks him for a pen. Big B doesn't pay any heed to his question despite his repeated attempts at asking for a pen. Instead, he keeps on enunciating the different ways in which 'Parker' is pronounced in different countries of the world, like France, Japan, England, Australia, America et al. At last, the man asks him if he can have a Parker to write with. To this, Big B turns to him and asks if he is Irish (judging that by the way the man pronounced Parker) and then happily shares the Parker pen with him. The 40 second TVC ends with him communicating that Parker is in fact 'what the world calls a pen'.

Commenting on the idea behind the TVC, R Balki, chairman and chief creative officer, Lowe Lintas, said, "The film depicts the global recognition of the brand and the same is captured throughout the script while showing different forms of pronunciation of the word ‘Parker’ in different languages as used in different countries across the world. The film also reflects that Parker is a choice for real connoisseur.”

Adding to this, Pooja Jain, executive director, Luxor Group, said, "People are now more and more conscious about the brands they use. Since 1996, Parker holds a unique place in the writing instruments category. When you hold a Parker, it is the Parker and not a pen. We wanted to capture this in our brand communication for Parker and the Lowe team has done a wonderful job at that."


Client: Luxor Group
Agency: Lowe Lintas
Creative team: R Balki, Amer Jaleel
Servicing team: Tanul Bharitya
Planning: Ritu Bhandari

Campaign India

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