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Luxor Writing Instruments on Wednesay said it has signed Bollywood star Amitabh Bachchan as the brand ambassador of ‘Parker’ pens in India again after a gap of two years.
Bachchan was the brand ambassador of Parker from 2001 till 2008. The new endorsement contract will be for two years.
“Re-signing Bachchan came naturally as there is no other name we could think of that could match the Parker legacy so well,” Luxor Group Executive Director Ms Pooja Jain said in a statement.
With the new contract, Bachchan and Parker would complete a relationship that spans almost a decade now, she added.
Luxor, however, did not disclose the value of the contract. It will soon roll out new advertisement campaigns featuring the actor.
Luxor Writing Instruments had launched Parker in India in 1996 and is currently sold in more than 50,000 outlets across the country. The company produces over 300 million pens every year, selling it under brands like Luxor, Pilot, Parker and Waterman.
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