Virat Kohli Joins Luxor for the Luxor Schneider LX MAX Pen Launch Ahead of ICC Cricket World Cup 2023
Luxor, a prominent Indian organization and a leader in the writing instruments industry, has unveiled a brand-new film ahead of the ICC Cricket World Cup 2023, featuring their new brand ambassador, cricket legend Virat Kohli. This film introduces the Luxor Schneider LX MAX pen, the first brand launch resulting from the Luxor Schneider partnership signed earlier this year.
The Luxor Schneider LX MAX belongs to the liquid-ink category, one of the fastest-growing and most popular segments in the Indian writing instruments industry. It boasts German technology and is designed to offer maximum smoothness and an unmatched writing length of 1000+ meters, epitomized by its core advertising message, “Likho Maximum” (Write Maximum). The LX MAX is a refillable pen, priced affordably at Rs.60 per pen and is available in four colors: blue, black, red, and green. This new brand particularly caters to students, its primary audience, who seek pens with consistent performance and excellent value for money.
The LX MAX brand film begins in a school corridor, where a student gazes longingly at an Achievers Wall of Fame, wondering how to earn a spot on it. Virat Kohli offers her the “mantra” for success (hard work and practice) and the ideal “yantra” (Luxor Schneider LX MAX for the longest and smoothest writing experience). Inspired by the “mantra” and equipped with the “yantra,” the student enthusiastically pursues her studies, while Virat observes her progress and supports her preparation. The film’s culmination reveals the successful outcome of the “mantra” and “yantra” (Luxor Schneider LX MAX) as the student earns her place on the Achievers Wall of Fame, much to the joy of Virat and the student.
The film will debut on October 5th on OTT platforms during the ICC Cricket World Cup and will be shared on Luxor’s social media channels, including YouTube, Instagram, Facebook, and others. This campaign is scheduled to run in October and November 2023, aiming to reach 1 crore potential consumers across India. Luxor also plans substantial investments in building the Luxor Schneider LX MAX brand in the coming months through a series of media campaigns, consumer activations, and trade initiatives.
Pooja Jain Gupta, MD of Luxor Writing Instruments Pvt Ltd stated, “Luxor Schneider LXMAX is the first of many brands that we’re launching in India as part of our partnership with Schneider Pen, Germany, known for its engineering and design superiority globally. Our association with the youth icon and cricket legend Virat Kohli as the new face of Luxor embodies our shared commitment to the highest standards of performance and excellence. We are thrilled to bring this association to life through the launch of our first advertising film featuring LX MAX and Virat, which will go live soon.“
Luxor has a history of signing some of India’s biggest celebrities to promote their brands, including Amitabh Bachchan for Parker in memorable ads in the early 2000s and Deepika Padukone for Luxor in the mid-2010s. They aim to recreate this magic with Virat Kohli as their new brand ambassador and further strengthen their leadership position in the industry.
