Linc Pen takes brand integration route

KOLKATA: Kolkata-headquartered Linc Pen & Plastics has spent 1.5 to 2 per cent of the Rs 315 crore turnover on marketing and branding in the current fiscal 2014-15.

In an industry, which is marked by low level of differentiation, the company is aware that it is imperative to create brand differentiation among the potential target audience. In keeping with this, Linc Pen & Plastics has spent close to seven per cent of its marketing spent on digital campaigns and internet.

Also, after integrating its brand in the movie Bhootnath Returns, the company is looking for more such brand integration opportunities.

“It is essential to advertise and popularise the USP of the product and the brand on digital platforms these days. We are not only active on digital platforms, but look at how to engage with people. We spend around 78 per cent on the above-the-line (ATL) activities including advertisements and hoardings. Also, the ATL mix is going up as compared to last year,” said Linc Pen & Plastics brand manager Harshvardhen Daga.

With consumers becoming more and more enthusiastic about what brand they use, Linc Pen & Plastics is always looking for engagement programmes with its consumers.

Linc Pen is amongst the top three brands in the writing instruments industry, having largest market share in eastern India. Linc pens are exported to more than 50 countries presently. The brand was placed at number 282 across all brands in India last year.

On the brand integration with movies, he said that brand Linc was shown for around 60 seconds in Boothnath Returns. “We are in talks with people for getting our brand good visibility,” he said.

The writing instrument market is low-involvement and highly fragmented. “Linc focuses on the mass market. We have pens ranging from Rs 5 to Rs 20 in the mass market segment,” he concluded.

Latest Reads
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories