MUMBAI: G M Pens International, a licensee of Reynolds, France, has launched a new television campaign with four new commercials for the Reynolds Trimax Pens featuring Sachin Tendulkar.

One of these would be broadcast nationally. 
 
The TVC has been conceptualised by Karishma Advertising and has been produced and directed by Bappaditya Roy Pictures, Mumbai. It has been shot in a manner the youth can easily identify with.
 
The commercial revolves around a young student topper who receives an award for his excellence in academics by Tendulkar and reveals Reynolds Trimax as the core contributor. To this Tendulkar retorts – “The more you write, the better you remember.” Reynolds Trimax pen has been clearly depicted as a new mantra to produce maximum results in academics.
 
Said GM Pens assistant general manager marketing B Karthik, “The association with the brand ambassador, Sachin Tendulkar, is favorable as he is an ideal youth icon. The campaign addresses youth’s biggest challenge of having to produce maximum results all the time.”

Reynolds Trimax offers 3 times more writing with a micro-tip in comparison to a regular pen. It is available at the price of Rs 35 per pen.