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
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories