afaqs! news bureau

Karishma Initiative bags media duties for ADD Gel Pens

The advertising spends for the brand is estimated to be Rs 15-18 crore

Lintas Media Group's third media service agency, Karishma Initiative, has bagged the media duties for ADD Gel Pens - manufacturer and exporter of writing instruments.

The advertising spends by the brand is pegged at Rs 15-18 crore. Earlier, the media duties for the brand were being handled by Prachar Communications. The creative duties for the brand are being handled by 81YOE.

Speaking to afaqs!, Deepak Jain, head, marketing, ADD Gel Pens, says, "Our previous media agency, Prachar Communications, was with us for the last 12 years. We plan to change our entire portfolio, including the introduction of new products, models and fresh packaging. Thus, the idea was to go for a change by getting new experiences, aligning ourselves with a new entity."

Jain informs that as part of its expansion plans, ADD Gel Pens will target A and B class towns. Add Gel Pens had a brand ambassador in poet and lyricist Javed Akhtar, way back in 2002. Jain clarifies that as of now, the brand has no plans of getting anyone on board for endorsements.

Karishma Initiative bags media duties for ADD Gel Pens
Sharing an insight about the market of writing instruments and the positioning of ADD Gel Pens, Himanka Das of Karishma Initiative shares, "There are three-four segments in the pen category. The first is the economy category, which includes brands such as Reynolds and Linc, falling in the price range of Rs 5-10 and targeted at masses.

"The second category is the one where brands try to catch the attention of youngsters going from schools to colleges. These are again economy brands meant for day-to-day usage. ADD Gel Pens is being projected as a premium brand, to be used by a person who does not think twice before shelling out Rs 30 for a pen."

Das adds that premium cosmetic writing instruments such as Parker or Mont Blanc comprise another category altogether. He informs that on the basis of the turnover pattern of the client, Karishma Initiative will focus on the markets in the North, West and South India - as these areas account for as much as 80 per cent of sales for ADD Gel Pens. The East contributes another 20 per cent of the sales for the brand.

With the brand's aggressive expansion plans, the media plan will encompass 10 lakh plus towns. For some time, the brand will put its weight behind communication messages promoting its product, Achiever, priced at Rs 30. The idea is to change consumer behaviour from picking up any gel pen to asking for Achiever - a pen that promises a seamless and untiring writing experience.

On the details about the media vehicles to be used for the campaign, Das says, "The communication plans have to be intrinsic and engaging, keeping in mind that it is near impossible to catch the youth at one point. A multi-media approach will be adopted as young people spend 40-50 per cent of their time on social networking sites, including Orkut and Facebook. Below-the-line and out of home media will be used to catch the target group at various touch points such as multiplexes, pubs and coffee joints."

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