Mumbai, 4th September 2024: Nataraj, a legacy brand under the iconic Hindustan Pencils umbrella, has crafted a new campaign for their well-established favorite, Gelix pens, renowned for their superior quality and innovation in writing instruments.
Equipped with advanced Japanese waterproof ink, Gelix pens elevate the writing experience with unmatched smoothness, precision, and a truly smudge-free performance. The quick-drying formula ensures every stroke is crisp and clear, preventing smears even in humid or rainy conditions. Gelix pens glide effortlessly on paper, providing a seamless and controlled flow that resists fading, bleeding, or blotting, making your writing look immaculate 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 impact of the print ad, the campaign also features a cutting-edge CGI video creatively set against Mumbai’s most iconic landmarks. At the core of this visual narrative is a paper boat gliding effortlessly through waves, with Nataraj Gelix Pens scripting smoothly on its sail. The boat travels across famous Mumbai spots like the Gateway of India and the Bandra-Worli Sea Link, demonstrating the pen’s resilience and precision. Despite the water splashes and relentless rain, the writing remains immaculate, reinforcing the brand’s signature feature—smudge-free writing, even under the most challenging weather conditions.
Completing the campaign is a striking billboard series, strategically placed across the city, further amplifying the pen’s core message of reliability and durability, even in heavy Mumbai rains.
The ad campaign is the brainchild of the creative minds at Ogilvy, with the OOH Advertising managed by Occtagon Media Networks and the stunning CGI work brought to life 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 Pradip Ughade, President, Hindustan Pencils.
Nataraj Gelix Pens are a testament to the brand’s dedication to delivering top-tier writing instruments that blend tradition with innovation. With a focus on creating products that offer a flawless writing experience, Nataraj continues to set new standards in the industry. The latest CGI campaign is a reflection of this commitment, showcasing how Gelix Pens perform exceptionally well, even in the most adverse conditions.
