Following the first phase of campaign rollout in June 2010, where Anchor Electricals communicated its logo change and being a part of the Panasonic group, the company has launched the second phase of the logo revival campaign. The campaign was conceived for the end-user to understand and accept the benefits of this change and to showcase the Anchor range of products. The outdoor campaign has been conceptualised by Primetime Outdoors. The overall investment incurred for the OOH campaign is in the vicinity of Rs 7-8 crore.
Speaking on the communication strategy, Manoj Dalal, Marketing Head, Anchor, explained, “Now that Anchor Electricals is a Panasonic company, consumer expectations from the brand would increase. The campaign has been captured in the corporate message ‘Get more from us’ and signed off as ‘We are now Anchor by Panasonic’. The second set of messages is a combination of corporate and product messages, where the benefit of each product along with the original message – ‘Anchor by Panasonic’ – is crisply communicated in one line. This set of messages is equally important because the brand Anchor is generic to the electrical switches category, and the fact that there is more to Anchor than switches had to be communicated.”
The creative director of the campaign is Deven Sansare, who worked with art directors Prajakta and Archis Bhide for the campaign. Speaking more on the thought process, he explained, “The objective was clear – we had to create awareness around the range of products that Anchor has. For some, Anchor is synonymous with switches, but there is a lot more to them. And hence, we designed six different creatives – one for each of the products from Anchor, and one that had the complete range.”
The first phase of the logo launch campaign covered 37 cities. However, for the second phase, the campaign will be rolled out to a larger audience covering 110 cities across India. The campaign has already been launched in Mumbai and within next 10-12 days it will be rolled out in various other cities, including Delhi, West Bengal, Karnataka and so on. From a media spread viewpoint, the objective has been receiving high visibility and that is what Jeffrey Crasto, President, Primetime Outdoor, which is handling the project, ensured.
Crasto explained, “This is a brand that is talking to a cross-section of the target audience and has a clear objective in mind – create awareness of what Anchor, which is now a part of the Panasonic group, offers to the consumers. How does it make a difference? Anchor was looking at a widespread communication message, and the OOH domain was ideal to communicate the range of products it had to offer.”
Manoj Dalal informed that currently, the group was largely focused on outdoor as one of its key media mix. But the company also had plans to use print, TV and radio for its communication, he added. Citing the reason for using outdoor as a medium extensively, Dalal said, “Outdoor is one of the traditional mediums that provides an exhaustive coverage and grabs a larger part of its targeted audience for a country like India.”
It is also understood that Anchor Electricals plans to appoint a creative partner and is planning to invite advertising agencies to make presentations for the brand. Dalal further said that with Anchor now being a part of Panasonic Group, it was part of a multinational group and hence, it became vital to have a creative partner to work on its advertising as they had robust plans to offer under the Anchor range of products. He, however, refused to share the overall ad spend.