Campaign India Team
Oct 29, 2021

Parker Pen writes down the emotion of the giftee

Watch the films conceptualised by Ogilvy here

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.” 
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 
Campaign India

Related Articles

Just Published

7 hours ago

BJP leads online political ad space with INR 19.1 ...

The ruling party has allocated over 117 crores to Google Ads since January for campaign purposes, according to the Google Ads Transparency Centre.

7 hours ago

Bisleri India on the hunt for a new creative partner

The pitch is currently underway via the brand's Mumbai office.

9 hours ago

Amazon layoffs impact APAC adtech and media leaders

The job cuts are part of Amazon's plans to streamline its sales, marketing and global services division globally.

9 hours ago

Advertisers are not fully prepared for the demise ...

The latest Future of Measurement report reveals that only 2% of advertisers are using a mix of MMM, experiments, and attribution, for measurement.