Linc Pens drives a social message through latest ad campaign

20 Nov,2015

By A Correspondent


Linc Pens is set to win the hearts of the consumers by highlighting a social cause with its latest TVC for its product branded as ‘Linc Touch’. Linc Touch is next in line in the ‘future-ready pens’ product basket of Linc Pens after the launch of LincTwinn in October 2013. The idea is to provide a product with a high value proposition which is cleverly done in Linc Touch as the product combines the power of a ball pen and a stylus in a single body at a price of Rs.20.


The communication reflects on the utility of Linc Touch while juxtaposing the importance of literacy in today’s world. With India’s digital populace increasing by leaps and bounds, the TVC reaches not only to the core target group of touchscreen smartphone users for this pen but also beyond..riding on the message ‘AnguthaNahiKalamUthao’ thereby hitting the 26.2 per cent of the Indian population which stands below the literacy line.


The advertisement features young set of friends chilling on a Sunday afternoon while the doorbell rings. Shanti Bai (played by SuhitaThatte), the domestic help opens the door to the postman (characterized by Bhupesh Singh) to receive the package by putting her thumb impression on the document as a sign of receipt. While she is doing so, the young protagonist calls out to Shanti Bai and points at the pen thereby encouraging Shanti Bai to sign the receipt rather than putting her thumb impression on it.


Commenting on the concept; Deepak Jalan; MD; Linc Pens said, “Linc Touch is a revolutionary product at Rs.20 which has been conceptualized after much R&D and mainly targeted at college students, young corporate executives and other touchscreen smartphone users. The TVC has been very powerfully conceptualized in terms of expression, dialogue delivery and message communication. The ad has been beautifully executed and the ‘mass appeal’ has been kept intact keeping in mind that Linc is a brand for the masses.”


Commenting on the concept, Raj Banerjee – Vice President, Pressman said, “Be it poverty or be it population explosion, the root problem of our nation has consistently been lack of education and its really appreciable of Linc to value that sentiment and convey that crucial message through this TVC. Thoroughly touches an inner chord with a candid moment depicting the care that this young protagonist feels for the elderly domestic help. The sheer power of the content, without an iota of doubt, will effectively engage the target audience and make it a successful effort on behalf of the team.”


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