Press Release

No more ‘Jhatak-Jhatak’ with Luxor’s Pilot Pens


Luxor Writing Instruments – the leader in the Indian writing instruments industry, is set to release its new television commercial for its one of the most successful brands- Pilot with brand ambassador Deepika Padukone.

Deepika features in the new TVC leveraging the break free writing with Pilot’s V System Japanese technology. In recognition of her undeniable talent, immense popularity and energy, Pilot aims at creating more popularity among its customers. The new Pilot TVC conveys the message that Pilot is known for smooth and break-free handwriting and has retained its original quality and commitment to the customers.

Ms. Pooja Jain, Executive Director, Luxor Group, said, “As a brand, we understand that young consumers today are very discerning of the brand value and Pilot has always lived up to the quality we promise, making a perfect choice for the young achievers. The new TVC captures a simple moment where a student is trying to write with ease when it comes to taking down notes or writing exam papers. Time is a crucial factor for students and they need a Pilot to make their writing effortless and break free. This simple and engaging communication is designed to make the consumer aware of the break-free writing solution with Pilot.”

Taking cues from the pens not offering smooth writing, the ‘Jhatak- Jhatak’ TVC showcases a young college boy, who tries to write notes but is interrupted by the scratchy writing. He is noticed by a dance group who are trying to set a dancing number led by Deepika Padukone. They set the dance on the ‘jhatak-jhatak’ beat as he continues to battle for writing smoothly. The TVC goes on to elaborate the functional benefit of Pilot with V System technology with the key message of ‘break-free writing’.

TVC Credits:

Client: Luxor Group
Agency: Lowe Lintas
Creative team: R Balki, Amer Jaleel
Servicing team: Tanul Bharitya
Date of Release: June 16, 2014

Buy online at:

About Pilot:

Coveted worldwide for its superior quality, high level of innovation and comfort of use, the Pilot brand was first brought to India by the Luxor Group in 1982. The first model to be officially launched in the country was the Pilot 05 micro tip range with needle point technology. Sophisticated and affordable, these technologically superior, revolutionary pens are designed to provide the best grip and the smoothest writing experience. First Pilot V System pen - V5 was launched in 1993 and since then Pilot has never looked back and over the years and has become one of the most trusted brands in liquid ink category for Indian conssumers.

About Luxor Writing Instruments Pvt. Ltd (LWIL):

Started in 1963 under the entrepreneurial leadership of Late Mr. D. K. Jain, Luxor Writing Instruments Pvt. Ltd. (LWIPL) is one of the largest and most respected names in the writing instruments industry in India today. It is the leading manufacturer of writing instruments in India, producing over 6 million pens every day under the Luxor, Pilot, Parker and Waterman brands. Luxor as a brand is registered in more than 126 countries and Luxor range of writing instruments are exported to over 85 countries around the world including USA, Canada, Europe, Middle East and Australia.