MUMBAI: Luxor Writing Instruments has appointed Bollywood actor Deepika Padukone as the brand ambassador for its brand - Pilot for two years.

Luxor Group executive director Pooja Jain said, "We understand that young consumers today are very discerning of the brands they use. The brands have to match their aspirations, ambitions and personality. Deepika comes across as a go getter who has made it on her own, is confident of her choices and works hard to achieve what she desires from life. Our association with her is the right fit with many common factors between Pilot and Deepika which appeal to the youth instantly. Luxor range of writing instruments is exported to 110 countries worldwide thus we also wanted a face that would be internationally recognised."

The company will be launching a multi-media campaign for Pilot that will be created by Lowe Lintas.

Lowe Lintas chairman and chief creative officer R Balki added, "Deepika is a confident person and represents the youth which is aware and determined. Her personality perfectly matches with Pilot and reflects the achievements of the young generation. The ad campaign for Pilot will keep this synchronicity in mind and will have a young feel."

Pilot has variants like Pilot Hi-tecpoint 05, Pilot Hi-tecpoint V7, V SIGN, Hi Techpoint V5 Grip and Frixion 07 Roller Ball.