Parker Pen has rolled out a campaign to position its range of pens as a perfect gifting option for executives in the corporate world, as well as for any consumer looking to have a pride of ownership. Conceptualised by Ogilvy, the films aim to portray the brand as a power accessory which stands for elegance and aspiration.
Each of the films show different gifters giving their giftees a Parker Pen on the occasion of Diwali and also complimenting them for various other reasons. However, once the giftees are handed their Parker Pens, they are so smitten by the product that they respond to their gifters' compliments by saying ‘nice pen’.
Pooja Jain, MD, Luxor Writing Instruments, said, “Parker is a trustworthy name when it comes to pens. But now is the time to take this legacy forward and take it to the next level. We want Parker to be known as a power accessory and stand for style & aspiration. We want the brand to be seen as a beautiful hand-crafted masterpiece, one can rely on for performance. Parker is a brand for achievers, for the ones who want to be recognized and respected. Parker promises to be an ideal partner with unlimited potential.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “When there is a Parker in your pocket, nothing else gets noticed, but the Parker pen. We have made a series of short films using various pen moments to launch this thought. We will be using digital and influencer engagement ideas to further build the positioning of how a Parker is perfect for power dressing that leaves an impression.”
CREDITS:
Client: Luxor Writing Instruments
Agency: Ogilvy India - North
Creative: Sukesh Nayak, Murtaza Said, Loden Thupten, Vikrant Bisht, Surbhi Rathee
Account management: Atif Rahman, Soumyabrata Banerjee, Prashant Panwar
Planning team: Rohitash Srivastava, Akanksha Chaturvedi
Production house: Retro Films
Director: Nitin Menon
Producer: Anand Kusumakar
