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It's all about 'jhatak jhatak' with Luxor pens

The two new humorous TVCs created by Lowe Lintas show how Luxor pens add new life to things

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It's all about 'jhatak jhatak' with Luxor pens

It's all about 'jhatak jhatak' with Luxor pens

The two new humorous TVCs created by Lowe Lintas show how Luxor pens add new life to things

BestMediaInfo Bureau | Mumbai | June 18, 2014

Luxor-pens-TVC Click on the image to watch the TVC.

Luxor's new campaign highlights the important choices of life. The campaign created by Lowe Lintas uses humour to drive the message home. The writing instrument brand has signed on Deepika Padukone as brand ambassador, and she features in two TVCs which show the advantages of using Luxor pens with their high-end technology.

The first TVC showcases the break free and smooth handwriting of Luxor Pilot pens. The second TVC features the permanence and durability of Luxor Permanent Markers.

Pooja Jain Pooja Jain

Pooja Jain, Executive Director, Luxor Group, said, “As a brand we understand that young consumers today are very discerning about brand value and Pilot has always lived up to the quality we promise, making a perfect choice for young achievers. The new TVC captures a simple moment where a student is trying to write with ease when it comes to taking down notes or writing exam papers. Time is a crucial factor for students and they need a Pilot to make their writing effortless and break free. This simple and engaging communication is designed to make the consumer aware of the break-free writing solution with Pilot. Over the years, Luxor has also built the largest range of Whiteboard markers, where every product lives up to the brand promise and values.”

The first TVC opens with Deepika Padukone and her classmates practising dance moves in college. However, they are lost at one step which doesn't seem to add the oomph factor to the routine. Then they notice that a boy is trying hard to shake a pen so that the ink would work again. So, Deepika and her friends incorporate that into the routine and make it into a fun choreography. She gives the boy a Luxor Pilot pen and tells him that she is exchanging that for the moves.

The second TVC opens with a Sadhu who is giving a lecture. He talks about how money is temporary and happiness is permanent. Deepika walks up to him, takes a Luxor Permanent Marker and writes 'money' with it. And she writes 'happiness' with a different marker pen. She hands the duster to the Sadhu and asks him to rub them off. He can rub off the happiness but can't rub off the money. She walks away saying it depends on what you write it with, that nothing is permanent.

“The idea captures the attitude of today's youth who are eager to question accepted beliefs and draw their own conclusions. In our commercial, we demonstrate this attitude through Deepika Padukone who uses the Luxor Permanent Marker to counter a godman's wisdom, leaving him speechless. I feel the story highlights the product benefit in an entertaining way and also finds relevance in the life of young professionals,” said Amer Jaleel, National Creative Director, Lowe Lintas & Partners.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Luxor Group

Agency: Lowe Lintas

Creative team: R Balki, Amer Jaleel

Servicing team: Tanul Bharitya

Sohini.Sen@bestmediainfo.com

Info@BestMediaInfo.com

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