Lowe Lintas devices clean strategy for Luxor Nano Clean
The company has lined up a series of above-the-line and below-the-line activities as part of its launch plan with ad spend of Rs 15-20 crore
BestMediaInfo Bureau | Delhi | July 30, 2012
Luxor Group, which has been in the business of writing instruments for about five decades now, has recently announced its foray into the cleaning and protecting industry through its Luxor Nano Clean product. Amitabh Bachchan who is already the face of Luxor's Parker pen brand, has been roped in as the brand ambassador for the new product as well.
The TVC that debuted with NDTV 'Save the Tiger' campaign on July 15 has been conceived by Lowe Lintas. DK Jain, Chairman and President, Luxor Group said, “We briefed the agency to communicate the fact that our revolutionary product not only cleans but also protects the surfaces. This is a new category we have entered into. The campaign has been developed on the basis of the consumer insight that in India, surface cleaning has traditionally been done with mops or wipers, using a detergent-based or acid-based solution. Luxor Nano Clean 2-in-1 is easy to clean and protects the given surface from dust, dirt, stains for a long period and there by reduces cleaning time, effort and cost.”
The 30-second TVC shows a housewife instructing the housekeeper to clean the furniture efficiently as her husband eats his meal. Enter Amitabh Bachchan, who calls for 'security'. Anticipating some trouble, the man announces that 'yahan koi khatra nahi hai' (there is no problem here). Amitabh then says all of them (wife and the keeper) are terrorists since they are destroying all furniture surfaces by rubbing and using ordinary cleaning agent. He then advocates the use of Luxor Nano Clean to the housekeeper.
“For this project that we handled, the brief was to clearly pitch this brand as a technologically superior product. But we decided to play technology at a very human insight level. Amitabh Bachchan gave the brand the premium-ness that was required and importantly brings his trademark soft wit to compensate for the competitive stance that a new brand needs to stand out in a cluttered category,” said Shriram V Iyer, ECD, Lowe Lintas, Gurgaon.
Apart from the TVC, the brand is also advocating the product through print media across Delhi Times, HT City, Malayala Manorama, Deccan Herald etc, and ATL and BTL activities.
Jain informed, “The campaign would run till end of August, post which we will look at capturing media where we did not advertise in the first phase.”
While September would see the extension of Luxor Nano product, October would mark the announcement of the brand's cleaning agent for mobile and TV screens. And the announcement would continue till December, when the group announces the cleaning agent for automobile segment.
“We are planning to spend close to Rs 15-20 crore this fiscal on media and advertising,” Jain concluded.
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