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See.. How Pentonic Pens revolutionized headlines with a print campaign that transformed ‘The Times of India’ into ‘The Pen of India’. #marketingideas #advertising #marketing #campaignspot #viralmarketing #printmedia

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This is interesting in so many ways!

That is simply creative…

Marketing at its best...

The creativity behind it is truly unparalleled. So, what made the Pentonic pen become the pen of India? Why is it a game changer in India’s writing instrument market? We all remember the iconic white-blue Reynolds ball pen from our childhood, right? Then came Rotomac, Lexi, Pilot, Montex, Cello and more. We were the generation who lived through the pen revolution too. Then how did Linc’s Pentonic make its mark? Its growth journey began during the post-COVID era. Linc, the manufacturing company introduced the Pentonic brand 40 years ago, but the progress was slow until 2021. Its retail sales plummeted during COVID, leading to a tough year. However, by 2022, sales began to recover, with the brand achieving 50 Cr. in the past two years, as per the company’s annual report. What fuelled this turnaround? Let me take you through the 'real tonic' of this brand. ·      Amid stiff competition and the prevalence of unorganized players selling pen for as little as Rs. 5-10, Pentonic focused on category extension establishing its presence across roller pen, ball pen, gel pen, and oil-based gel pen. ·      The brand capitalized on the mass-market messaging for the affordable and mid-market segments – emphasizing themes like fast writing experience, best pen for exams, fatigue-free writing, etc. ·      Additionally, the company introduced vibrant shades of pens and incorporated advanced technology such as easy-flow inking, capillary forces, etc.   ·      Earlier, the brand used to communicate by targeting conscious purchase decisions, then after COVID, it transitioned to impulsive buying decisions, ultimately focusing on engaging Gen Z and Alpha demographics. ·      The brand employed targeted messaging for each pen category, effectively reaching Gen Alpha and Z with messages centered around good handwriting practices, and exam preparation. ·      The brand successfully built recognition as a minimalistic yet contemporary pen, known for its aesthetics as well as writing smoothness. ·      While using Gen Z or Alpha individuals in advertisements, the brand sparked conversations about imagination. ·      Post-COVID the company expanded its distribution network, but to control the distributor push, it increased focus on the e-commerce channels. #advertising #Campaign #Branding