• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Purvita Chatterjee

Besides, Luxor is also planning to use the present brand ambassador for its Parker brand — Mr Amitabh Bachchan to promote its Waterman brand of writing instruments.

Mumbai , Sept. 3

THE Rs 150-crore Luxor Writing Instruments is on the look out for a new direct marketing (DM) outfit for its new premium French brand — Waterman.

Having launched the brand in the domestic market recently, the company is evaluating DM divisions within big agencies such as O&M, Rediffussion DY&R and Lowe and wants to select someone who can give the right professional expertise to reach out for this most premium brand in its portfolio.

Speaking to Business Line, Ms Pooja Jain, Director, Luxor Writing Instruments Pvt Ltd, said, "We would like to appoint someone who has already handled premium products and can provide the right ambience in selling the brand. Presently we are evaluating a new agency primarily because of the expertise required in marketing a premium and niche brand such as Waterman.''

Pegged at Rs 2,000 onwards, Waterman is being imported by Luxor from its parent company — Rubbermaid of the US.

With the task of marketing the brand in India, Luxor is creating a list of potential clients by tapping into the database of Platinum Card holders of American Express and Club members of Oberoi's Belverdere. Allocating an ad budget of Rs 50 lakh, Luxor is hoping that its premium brand of Waterman will record Rs 2-crore turnover within its first year.

Besides, Luxor is also planning to use the present brand ambassador for its Parker brand — Mr Amitabh Bachchan - to promote its Waterman brand of writing instruments.

Explains Ms Jain, "We have signed up with Mr Bachchan not for the ads but instead he will be made the guest of honour at certain upmarket events organised by the company.''

Luxor intends sponsoring events associated with Waterman in the area of golf, high fashion and art.

"Mr Bachchan is expected to add a certain class and image to these events, thus creating the right ambience for the brand,'' says Ms Jain.

With a host of brands such as Parker, Pilot, Paper Mate and Luxor, today the company has straddled all price segments in the writing instruments category. While Lowe, Mumbai would continue to service its brands, Luxor is open to the idea of working with new agencies to give impetus to its heritage brands. For instance, its 22-year-old mass brand of Pilot might look at a new agency once it expands its range by next year.

While Mr Bachchan has already been doing the needful for its Parker and Waterman brand and his contract renewed as a brand ambassador, finally it's the bottomline the company is concerned about.

"Further extension of Mr Bachchan as a brand ambassador will depend on how the sales go for Parker,'' concludes Ms Jain.

Article E-Mail :: Comment :: Syndication

Stories in this Section
Gestetner draws plan to lure corporate clients

Copyright © 2003, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line