Bangalore: Luxor Writing Instruments Pvt Ltd, on July 31 announced the launch of a new TV advertising campaign for Pilot, an official press release said.

Developed by Lowe, New Delhi and directed by Ram Madhwani, this 20-second commercial conveys the message "Pilot - Reads Well, Writes Well" in a simple yet novel manner.

Ms Pooja Jain general manager, marketing, Luxor Writing Instruments said, "The basic objective of this campaign is to associate Pilot with good writing and reinforce it as a household name. Students (school going and college goers) constitute almost 75 per cent of our customer base and we intend to further strengthen our association with the student community through this campaign," the release said.