Mumbai: Nataraj, a legacy brand under the iconic Hindustan Pencils umbrella, has crafted a new campaign for their Gelix pens, known for their superior quality and innovation in writing instruments.
Equipped with advanced Japanese waterproof ink, Gelix pens enhance the writing experience with smoothness, precision, and a smudge-free performance. The quick-drying formula ensures each stroke remains crisp and clear, avoiding smears even in humid or rainy conditions. Gelix pens glide effortlessly on paper, offering a controlled flow that resists fading, bleeding, or blotting, keeping your writing neat every time.
The brand has launched a compelling print advertisement with the bold statement, "The only thing that doesn't get washed away by Mumbai rains," capturing the pen's smudge-free writing promise during monsoon season.
Building on the print ad's impact, the campaign features a CGI video set against Mumbai’s iconic landmarks. The visual centers on a paper boat sailing through waves with Nataraj Gelix Pens writing smoothly on its sail. The boat moves past landmarks like the Gateway of India and the Bandra-Worli Sea Link, showcasing the pen's resilience and precision. Despite water splashes and rain, the writing remains clear, highlighting the pen’s smudge-free performance in challenging weather conditions.
The campaign also includes a billboard series placed throughout the city, emphasizing the pen's reliability and durability, even in heavy Mumbai rains. The ad campaign is created by Ogilvy, with OOH advertising managed by Occtagon Media Networks and CGI work by Elevite Media.
"We are excited to introduce this comprehensive campaign, which encapsulates the essence of what Nataraj Gelix Pens stand for—innovation, reliability, and unmatched quality. Through this campaign, we aim to demonstrate how our pens deliver flawless writing experiences, even under the most challenging conditions, like monsoon season. Nataraj Gelix Pens are more than just writing instruments; they are a testament to our commitment to excellence," said Hindustan Pencils president Pradip Ughade.
Nataraj Gelix Pens demonstrate the brand's commitment to providing high-quality writing instruments that combine tradition with innovation. Focused on delivering a flawless writing experience, Nataraj sets new industry standards. The latest CGI campaign reflects this dedication, highlighting how Gelix Pens perform effectively even in challenging conditions.
