MAM
Linc Pen launches TVC created by O&M
MUMBAI: Linc Pen has launched its new ad campaign with the tag line “linc pen lo, kismat badlo”.
Created by Ogilvy & Mather, the philosophy behind this new campaign is to create a brand preference for Linc.
Unlike in the earlier ads where Linc had a more product focus, this campaign focuses on Linc as the brand to watch out for while choosing a pen.
The idea here revolves around the central theme of ‘Koi bhi pen nahin, Linc pen. Linc pen lo, kismat badlo’ (Don’t choose any pen, ask for a Linc pen. Buy Linc pen and turn your destiny around).
O&M ECD Sumanto Chattopadhyay said, “The Linc Pens ads are cautionary tales that warn us, with a dash of wicked humour, to place as much importance on what we write with as we do on what we write.”
Linc GM- marketing Tanmay Chattopadhyay said, “The writing instrument market is low-involvement and highly fragmented. About 80 per cent of the industry’s revenues in India come from pens priced up to Rs 20. Through these ads we want students, employees and others to re-consider which brand of pen they are buying.”
The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets, they will also have on ground promotions, retail activations, sell in schemes apart from social activation through digital platforms.
The company aims to shore up its retail presence in South and West Indian markets through this marketing campaign.
The 45-day campaign will be aired across 12 channels in kids, sports and regional genre. There would be around 2000 spots aired to reach the target customers in the age group of 12-30 years.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
