Anchor Panasonic launches TVC created by Leo Burnett

The campaign takes the brand’s ‘Naye India ke badhte load ke liye’ proposition further

e4m by exchange4media Staff
Updated: Oct 14, 2019 5:47 PM

Anchor Panasonic takes the ‘Naye India ke badhte load ke liye’ proposition further in their third campaign for their wiring devices (switches) with a film which an interesting and quirky take on todays ‘selfie’-obsessed social media generation. The campaign has been conceptualised and created by Leo Burnett India.

‘The Naye India ke badte load ke liye’ proposition is based on the insight that the aspirational new age India is burdened by the load of achieving more from everything in life, including their electronics. Taking this proposition further, Anchor by Panasonic is set to release its third film for its wiring devices (switches). The film’s protagonist aspires to break the internet and become ‘viral’ on social media while using and even abusing the switches to fulfill his mission. However, what people notice are the beautiful & sturdy switches instead of him and the switches become the talk of the town!

Vivek Sharma, Managing Director, Panasonic Life Solutions said, "We aim to deliver products that surpass the consumer expectations and fulfil the growing demands of new India. With the new ad campaign, 'Naye India Ke Badhte Load Ke Liye', we wanted to highlight how we understand the sentiments and desires of today’s consumers and how we can be a part of their aspirations. We hope to extend our consumer base and tap newer markets with this campaign, thereby increasing market share in the wiring devices (switches) category.”

Speaking about the campaign Vikram Pandey (Spiky), National Creative Director Leo Burnett India says “Since the plot was about a guy desperately wanting to go viral on the internet, we decided to cast a social media influencer famous for his acts on the internet. An interactive integrated campaign will take the premise forward to connect with the audience on all platforms.”

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