Ad Campaigns
Linc Pen encourages students taking exams
MUMBAI: Linc Pen and Plastics, one of India’s most trusted writing instruments for the last four decades with a strong presence over 50 countries, has lauded the resolution and hard work of students who are taking their board exams this year with a brand new advertising campaign, Best of Luck.
Keeping the simplicity alive of the three most common words spoken to each other by students before tip toeing expectantly inside the examination hall, Linc Pen weaves in the magic that transpires to raise the self-belief through simple humane touch. All the love and appreciation the brand has received throughout its growth trajectory, Linc Pen’s ad campaign touches the emotional chords of all its connoisseurs, celebrating a vital phase of student life by wishing all across India.
Linc Pen kicked-off its campaign aiming to connect directly with their students. It is a clear shift from the oft-repeated ‘strong, foreign, technology, quality, innovation and smooth writing’ proposition in the writing instrument category communication.
The advertisement is unique as it helps the viewer to relate more to the inherent qualities of the brand through the sojourn of a little girl becoming an inherent part of another person’s life and their success story.
Most pen brands during the exam season talk about new or cool features or simply how their product is superior than others in terms of writing. The stationery category doesn’t witness too much of brand loyalty and is mostly run by students asking for a certain type of pen or at a certain price point. Linc wanted to build preference for itself by finding an emotional place in the hearts and minds of these students and their parents.
The TVC has been created by Soho Square Advertising and Marketing Communications and is live on digital platforms YouTube and Facebook.
Linc Pen and Plastics managing director Deepak Jalan says, “Through this new campaign we connect with every student to not just attain success in life but also transform into a better human being.”
The campaign has already garnered 4 million views on Youtube and 3.5 million views on Facebook for its poignant storyline.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
