Montblanc, the German manufacturer of luxury writing instruments has released its first ever tv commercial in its journey of branding. The brand has been closely related to social engagement and has not taken up much for advertising. However, they thought the medium suited the Indian audience and experimented with it. Dilip Doshi, chairman and managing director, Montblanc, clarifies, “TV as a medium is probably the best way to traverse the length and breadth of this country. I am very pleased with the global management that they went ahead with the medium and used it for the first time in India.”
Meridian Communications had won the account about six months ago and the Mumbai wing has done the campaign. The campaign was led by Rensil D’Silva and Harshad Sharma. The agency officials highlighted that the campaign will serve the sole purpose of generating awareness about the brand and its intention to reach out to a larger set of people and talk about its inherent values. The brand has been around in the market for sometime, but a larger set of people seem to be unaware of its presence.
Rensil D’Silva, executive creative director, Meridian, says, “It was a big challenge for the Meridian team to come up with the Indian leg of the Montblanc campaign, especially since it’s such a well- established international brand. But I think we have a really interesting campaign and some great star power from Sonam and Anil Kapoor. I have the faith that this campaign will only take the brand forward.”
On choosing the Anil and Sonam Kapoor duo, Doshi says, “It’s the sheer emotions that the father-daughter duo exudes that prompted us to cast them. The brand is about heritage, legacy and rich culture. Therefore, we have maintained the script and the visual depiction on the same lines too, to help the audience connect better with the brand.”