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Parker re-parks Amitabh Bachchan as brand ambassador

Lowe Lintas creates soon to be launched multimedia campaign featuring Amitabh Bachchan.

BestMediaInfo Bureau | Delhi | June 16, 2011

Amitabh Bachchan and Pooja Jain, Executive Director, Luxor Group

Luxor Writing Instruments has appointed Amitabh Bachchan as its brand ambassador in India. With the re-signing, Luxor looks at creating a new high for brand Parker in India.

Pooja Jain, Executive Director, Luxor Group, said, “Brand Parker has always been an epitome of being high heritage, iconic, with lasting values. Both Parker and Mr. Bachchan stand for knowledge, heritage, lineage and value. So the fit is perfect. Re-signing Mr. Bachchan came naturally as there is no other name we could think of that could match the Parker legacy so well. With the new contract, Mr. Bachchan and Parker would complete a relationship that spans almost a decade now .This tie-up brings together two big brands and the inherent synergies between Parker and Mr. Bachchan make us enthusiastic about this tie-up.”

“This alliance is a step towards repositioning Parker as the World’s Most Respected Pen. We want to make Parker the preferred brand for achievers – whatever age they may be. Parker should be the brand people buy to reward and indulge themselves - a brand that projects the image of exclusivity and success they aspire to and can obtain with a Parker,” she added.

Bachchan will soon be seen with Parker in an extensive all India multimedia campaign. The campaign positions Parker as the World’s Most Respected Pen. The campaign would be created by Lowe Lintas. Speaking of Parker and Amitabh Bachchan, R. Balki, Chairman and Chief Creative Officer, Lowe Lintas said, “When we speak of Mr. Bachchan, there is an innate respect associated with the name. Parker drives the same respect in the writing instruments category. It makes a very natural and smooth association with both the personalities mingling so well. Everyone will be able to make this out of all the advertisements, both print and television, which have been made keeping in mind the amalgamation of these two big names.”

Parker was launched in India in 1996 by Luxor Writing Instruments Pvt. Ltd. and is currently available in more than 50000 outlets in India. Parker has served professionals flawlessly for decades now, with writing solutions that combine reliability, durability, and timeless style. Recognized for unparalleled innovation and matchless quality, each Parker product passes through a series of stringent quality assurance tests devised to assess its performance, durability and reliability.

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