Luxor Writing Instruments today said it has roped in Bollywood actor Deepika Padukone as brand ambassador for its pen brand – Pilot for the next two years. She will be seen in an aggressive multi-media campaign, which will be created by Lowe Lintas.
"Our association with her is the right fit with many common factors between Pilot and Deepika which appeal to the youth instantly. I am sure this alliance will emphasise the positioning of Pilot series as a choice of young achievers," a company statement said.
Luxor's range of writing instruments are exported to 110 countries worldwide and thus the company also wanted a face that would be internationally recognised, it added.