MUMBAI: Linc Pen and Plastics, one of India’s most trusted writing instruments for the last four decades with a strong presence over 50 countries, has lauded the resolution and hard work of students who are taking their board exams this year with a brand new advertising campaign, Best of Luck.
Keeping the simplicity alive of the three most common words spoken to each other by students before tip toeing expectantly inside the examination hall, Linc Pen weaves in the magic that transpires to raise the self-belief through simple humane touch. All the love and appreciation the brand has received throughout its growth trajectory, Linc Pen’s ad campaign touches the emotional chords of all its connoisseurs, celebrating a vital phase of student life by wishing all across India.
Linc Pen kicked-off its campaign aiming to connect directly with their students. It is a clear shift from the oft-repeated ‘strong, foreign, technology, quality, innovation and smooth writing’ proposition in the writing instrument category communication.
The advertisement is unique as it helps the viewer to relate more to the inherent qualities of the brand through the sojourn of a little girl becoming an inherent part of another person’s life and their success story.
Most pen brands during the exam season talk about new or cool features or simply how their product is superior than others in terms of writing. The stationery category doesn’t witness too much of brand loyalty and is mostly run by students asking for a certain type of pen or at a certain price point. Linc wanted to build preference for itself by finding an emotional place in the hearts and minds of these students and their parents.
The TVC has been created by Soho Square Advertising and Marketing Communications and is live on digital platforms YouTube and Facebook.
Linc Pen and Plastics managing director Deepak Jalan says, “Through this new campaign we connect with every student to not just attain success in life but also transform into a better human being.”
The campaign has already garnered 4 million views on Youtube and 3.5 million views on Facebook for its poignant storyline.