Luxor, an Indian writing instruments manufacturing company, unveiled a new brand film ahead of the ICC Cricket World Cup 2023, featuring their new brand ambassador, cricketer Virat Kohli. The film showcases the Luxor Schneider LX MAX pen, as part of the Luxor Schneider partnership, signed earlier this year.
The new LXMAX brand film opens in a school corridor, where a student is looking at an achiever’s wall of fame. She wonders what it’ll take for her to get on the board. Virat offers her the ‘mantra’ for success (hard work and practice) and the ideal ‘yantra’ (Luxor Schneider LXMAX pen). The student studies, as Virat observes her progress and supports her preparation. The final shots revealed the student makes it to the Achievers Wall of Fame, much to the delight of Virat and the student.
The film goes live on October 5, on OTT during the ICC Cricket World Cup and on Luxor’s social media channels.
“Our association with Virat Kohli as the new face of Luxor epitomises our shared commitment to the highest standards of performance and excellence. We are excited to bring this association alive through the launch of our first advertising film featuring LX MAX and Virat which will go live soon.” Pooja Jain Gupta, managing director, Luxor writing instruments, said.
Luxor has, in the past, signed some celebrities in India to promote its brands, notably Amitabh Bachchan for Parker in a series of ads in the early 2000s, as well as Deepika Padukone for Luxor in mid 2010s. The company aspires to fortify its position in the industry with Virat Kohli as its new brand ambassador.