MUMBAI: Luxor Writing Instruments has renewed its contract with superstar Amitabh Bachchan to be the face of Parker in India.

Luxor Group executive director Pooja Jain said, “Brand Parker has always been an epitome of being high heritage, iconic, with lasting values. Both Parker and Mr. Bachchan stand for knowledge, heritage, lineage and value. So the fit is perfect. Re-signing Mr. Bachchan came naturally as there is no other name we could think of that could match the Parker legacy so well. With the new contract, Mr. Bachchan and Parker would complete a relationship that spans almost a decade now .This tie-up brings together two big brands and the inherent synergies between Parker and Mr. Bachchan make us enthusiastic about this tie-up.” 

Bachchan will soon be seen with Parker in an extensive all India multimedia campaign. The campaign positions Parker as the World’s Most Respected Pen and will be created by Lowe Lintas.

Speaking of Parker and Bachchan, Lowe Lintas chairman and chief creative officer R Balki said, “When we speak of Mr. Bachchan, there is an innate respect associated with the name. Parker drives the same respect in the writing instruments category. It makes a very natural and smooth association with both the personalities mingling so well. Everyone will be able to make this out of all the advertisements, both print and television, which have been made keeping in mind the amalgamation of these two big names.”