Mumbai: Pentonic, a writing instrument brand from the House of Linc, has ventured into the stationery category with its latest offering, Pentonic GumStik, a gum stick with super sticking power, in order to expand its product portfolio.

Created by its agency-on-record, Wunderman Thompson, Kolkata, Pentonic has released a new digital film titled “The Aviator '' to bring this product attribute alive.

The film tells the story of a nerdy 10-year-old who loves aeroplanes. He creates a model with a Pentonic GumStik and throws it in the air, which then embarks on an epic flight. The visual story is complemented by a unique sound design as it builds on the idea of kids using vocal effects while playing with toys.

"Pentonic as a brand is designed to be unique. The GumStik is a transparent gum in unique black packaging and comes with super-sticking power. We needed a unique film to expand our mindshare among the target audience, which is school-going kids and their parents," says Linc Pens MD Deepak Jalan.

"We have been partnering with Linc Ltd. on the brand Pentonic since 2019 across multiple product and format launches. We are happy and proud to be part of their growth story," says Wunderman Thompson, Kolkata managing partner Vijay Jacob Parakkal.

"The power to stick different stuff together to create something new is a magical, superpower. We needed a magical story to bring this alive. After much exploration, we decided on the art and animation style," adds Wunderman Thompson Kolkata senior ECD & VP Arjun Mukherjee.

"Pentonic GumStik is a new entrant in a category that is defined and created by a behemoth. We had to do something to get noticed. This is a film that attempts to do that. It retells the story of adhesive power in a way that is likely to stick around in the mind a bit longer," says Wunderman Thompson Kolkata VP & CSD of client servicing Soumya Chowdhury.