This campaign takes a figurative ride on ‘standing out’ to showcase top stationery highlighter

India – Indian stationery brand, Linc, has released its new illustration-based ads for one of its most popular products, the Deli Highlighter. The ads were made in collaboration with marketing communications agency Wunderman Thompson.

The two spots featured bird’s eye view illustrations of Kumbh Mela, the world’s largest gathering of devotees, and Dharavi, Asia’s largest slum, to emphasise how the product “makes one stand out in a large crowd.”

Speaking about the campaign, Deepak Jalan, managing director at Linc Pens, said, “Linc, as a company has always stood for uniqueness, both in the way it designs its products, and the way it reaches out to its consumers.”

He added, “These stunning illustration-based ads for Deli Highlighter is yet another such campaign to create [top-of-mind] awareness of the brand, in a creative way.”

Arjun Mukherjee, executive creative director and vice president at Wunderman Thompson Kolkata, also pointed out, “To demonstrate how easy it is to spot anything using this highlighter, the need was to show overcrowding of epic proportions.”

He also said that while Kumbh Mela and Dharavi were obvious picks, the challenge was to recreate an ‘unimaginable hustle, bustle and chaos’ as the canvas for the ads through detailed illustrations and crafting.

Soumya Chowdhury, VP and CSD of client servicing at Wunderman Thompson Kolkata added, “We have been partnering Linc Limited for quite some time and creating clutter-breaking communication for them. This time, the particular product needed something extraordinary to ‘highlight’ its benefit in a simple, impactful way, and make consumers take notice.”

Last month, Wunderman Thompson has also collaborated with Australia-based frozen food brand Birds Eye to launch the brand platform ‘An Eye For Good’ to showcase the sustainable work they do in order to bring high-quality food products to its consumers.