Stand Out From the Crowd – New Campaign for Deli Highlighter

“To demonstrate how easy it is to spot anything using this highlighter, the need was to show overcrowding of epic proportions.”




Wunderman Thompson South Asia

Linc has launched a new campaign Via Wunderman Thompson highlighting that with more than 1.42 billion people today, India is “home to the busiest, chaotic and most over-crowded places in the world,” where it’s easy to get lost, and quite often, very hard to be found, says the brand

With that in mind, it took this unique facet of the country to highlight one of its popular products  – the Deli Highlighter.

“For this, we chose India’s two biggest congregation of humans. Kumbh Mela, the world’s largest gathering of devotees, and Dharavi, Asia’s largest slum,” said a release.


“To bring alive the frenzied cacophony and the maddening helter-skelter one witnesses at these two places, we created epic-sized illustrations showing a bird’s eye view of a just another day at the Kumbh Mela, and in Dharavi. And showed how the Deli Highlighter can let you effortlessly find something that you can easily lose… in any crowd or in a crowd of words.”

Deepak Jalan, MD, Linc Pens said, “Linc, as a company has always stood for uniqueness, both in the way it designs its products, and the way it reaches out to its consumers. These stunning illustration-based ads for Deli Highlighter is yet another such campaign to create top of mind awareness of the brand, in a creative way”

Arjun Mukherjee, (Sr.) ECD, and VP, Wunderman Thompson Kolkata added,  “To demonstrate how easy it is to spot anything using this highlighter, the need was to show overcrowding of epic proportions. So while Kumbh mela and Dharavi were obvious picks, the challenge was to recreate that unimaginable hustle, bustle and chaos as the canvas for the ads through stunning illustrations and detailed crafting.”


Soumya Chowdhury, VP & CSD, Client Servicing, Wunderman Thompson Kolkata adds, “We have been partnering Linc Limited for quite some time and creating clutter-breaking communication for them. This time, the particular product needed something extraordinary to ‘highlight’ its benefit in a simple, impactful way, and make consumers take notice.”


Client: Linc

Brand: Deli Highlighter, Dharavi / Kumbh

Agency: Wunderman Thompson South Asia

CCO: Senthil Kumar

Sr. VP & Managing Partner: Vijay Jacob

VP & Sr. ECD: Arjun Mukherjee

Senior Art Director: Subhrakanti Mandal

Illustrator: Subhrakanti Mandal

VP & CSD: Soumya Chowdhury

Account Management: Arita Poddar Dutta & Pooja Jain

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