Ad Campaigns
Wunderman Thompson Kolkata announces new campaign for Pentonic GumStik
Mumbai: Pentonic, a writing instrument brand from the House of Linc, has ventured into the stationery category with its latest offering, Pentonic GumStik, a gum stick with super sticking power, in order to expand its product portfolio.
Created by its agency-on-record, Wunderman Thompson, Kolkata, Pentonic has released a new digital film titled “The Aviator ” to bring this product attribute alive.
The film tells the story of a nerdy 10-year-old who loves aeroplanes. He creates a model with a Pentonic GumStik and throws it in the air, which then embarks on an epic flight. The visual story is complemented by a unique sound design as it builds on the idea of kids using vocal effects while playing with toys.
“Pentonic as a brand is designed to be unique. The GumStik is a transparent gum in unique black packaging and comes with super-sticking power. We needed a unique film to expand our mindshare among the target audience, which is school-going kids and their parents,” says Linc Pens MD Deepak Jalan.
“We have been partnering with Linc Ltd. on the brand Pentonic since 2019 across multiple product and format launches. We are happy and proud to be part of their growth story,” says Wunderman Thompson, Kolkata managing partner Vijay Jacob Parakkal.
“The power to stick different stuff together to create something new is a magical, superpower. We needed a magical story to bring this alive. After much exploration, we decided on the art and animation style,” adds Wunderman Thompson Kolkata senior ECD & VP Arjun Mukherjee.
“Pentonic GumStik is a new entrant in a category that is defined and created by a behemoth. We had to do something to get noticed. This is a film that attempts to do that. It retells the story of adhesive power in a way that is likely to stick around in the mind a bit longer,” says Wunderman Thompson Kolkata VP & CSD of client servicing Soumya Chowdhury.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
