KOLKATA, INDIA — With more than 1.42 billion people today, India stands as one of the world’s most populous nations. No wonder it’s also home to the busiest, most chaotic, and most overcrowded places in the world. Places, where it’s easy to get lost, and quite often, very hard to be found. Linc, eastern India’s leading stationery brand, took this unique facet of the country to highlight one of its popular products: the Deli Highlighter.
The campaign zoomed in on India’s two biggest congregations of humans. Kumbh Mela, the world’s largest gathering of devotees, and Dharavi, Asia’s largest slum. To bring alive the frenzied cacophony and the maddening helter-skelter one witnesses at these two places, it created epic-sized illustrations showing a bird’s eye view of just another day at the Kumbh Mela, and in Dharavi, and showed how the Deli Highlighter can let you effortlessly find something that you can easily lose… in any crowd or in a crowd of words.
Linc Pens MD Deepak Jalan 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. 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, Wunderman Thompson Kolkata (Sr.) ECD and VP, pointed out, “To demonstrate how easy it is to spot anything using this highlighter, the need was to show overcrowding of epic proportions. So while Kumbh mela and Dharavi were obvious picks, the challenge was to recreate that unimaginable hustle, bustle, and chaos as the canvas for the ads through stunning illustrations and detailed crafting.”
Soumya Chowdhury, Wunderman Thompson Kolkata Client Servicing VP & CSD, added, “We have been partnering with 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.”
Brand: Deli Highlighter, Dharavi / Kumbh
Agency: Wunderman Thompson SouthAsia
CCO: Senthil Kumar
Sr. VP & Managing Partner: Vijay Jacob
VP & Sr. ECD: Arjun Mukherjee
Senior Art Director: Subhrakanti Mandal
Illustrator: Subhrakanti Mandal
VP & CSD: Soumya Chowdhury
Account Management: Arita Poddar Dutta & Pooja Jain