Luxor brings in Deepika Padukone and a Swamiji to promote marker range

Writing instruments manufacturer Luxor has launched a new TVC to promote its range of markers, including the whiteboard marker, permanent marker and the CD/OHP writer. The campaign has been created by Lowe Lintas and the revolves around the premise of ‘it depends which marker you use more importantly the choices you make’. Starring Deepika Padukone, the TVC is aimed at creating a deeper bond with Luxor and also reinforces the quality and sustainability with the consumers.

Speaking about the campaign, Pooja Jain, executive director, Luxor Group said, “Brand Luxor has always been a mark of excellence and has endeavored to deliver the best offering to its consumer. This innovative and focused campaign captures the essence of brand while catering to the growing class of consumers who are conscious of the brand they use and wants to make a mark. Over the years, Luxor has build the largest range of Whiteboard markers, where every product lives up to the brand promise and values.”

The ad opens up with a holy man, ‘Swamiji’ talking about what’s permanent and what’s temporary in life’s journey. He writes ‘Happiness’ and ‘Money’ on the whiteboard and asks for someone to volunteer for a little experiment. Deepika Padukone, present amongst the audience, goes up and erases ‘Money’ but couldn’t erase ‘Happiness’. Then she asks for the markers and re-writes the same things and asks Swamiji to erase them. This time Swamiji is unable to erase ‘Money’ but can erase ‘Happiness’. Deepika tells him that it is all about the path and ink chosen to mark the important factors in one’s life.

Watch the ad here:

Amer Jaleel, national creative director, LOWE Lintas and Partners said, “The idea captures the attitude of today’s youth who are eager to question accepted beliefs and draw their own conclusions. In our commercial, we demonstrate this attitude through Deepika Padukone who uses the Luxor permanent marker to counter a god man’s wisdom, leaving him speechless. I feel the story highlights the product benefit in an entertaining way and also finds relevance in the life of young professionals.”