Dentsu’s Media Palette wins Luxor, Parker media duties

The size of the business is estimated to be Rs 12-15 crore

Dentsu’s media agency, Media Palette, has won the media duties for stationery and writing instruments brands Luxor and Parker, both part of Luxor Writing Instruments Pvt. Ltd (LWIPL). The business will be handled out of Delhi.

The account size is estimated to be Rs 12-15 crore. The incumbent AoR was Initiative, while the creative duties continue to lie with Lowe, and there has been no change on that front.

Dentsu Media formally launched its operations in India in the early half of 2007. It operates under two independent brand names, Media Palette and Media Cubic.

Sharat Jain, CEO, Dentsu Media, says, “We have all grown up over the years using Luxor-Parker products. I can say for sure I have high levels of intimacy and brand regard at a personal level for both Luxor and Parker.”

“It will be our endeavour to leverage the heritage and intrinsic brand strength of both these brands in media for greater consumer proximity and preference,” says Jain.

Pooja Jain, executive director, Luxor Writing Instruments, says that Luxor is a popular name in the writing instruments industry. At present, the company is actively working towards diversifying its business by opening up exclusive retail stores across the country, in a bid to ensure that all its brands receive the right treatment.

“Dentsu responded to a specific brief proactively with a proposition that suited our needs,” says Pooja. “It will team up with our creative agency, not just as a media service provider, but also as an effective communication partner and will hopefully take the brand to a new level.”

For the record, LWIPL, headed by DK Jain, is believed to use technology to its advantage with a diverse range of international quality products and world class manufacturing practices.