n its 30 years of existence, Linc pens have been perceived as largely a mass-market product or a commodity. Now the company feels it is time to change that perception. To do that, the company - with Rediffusion DYR, Kolkata - has chalked out a Rs 6-crore makeover plan that involves TVCs, print, outdoor and promotions for the next five-six months.

To start with, it has come up with a corporate ad and a new baseline, 'Beginning of a change'. "Like several other traditional business houses, the group seeks to graduate to a brand that spells value and attain global relevance," says Deepak Jalan, managing director, Linc Pens & Plastics. ... more