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Anchor Panasonic’s multi-media push for Roma

04-October-2012
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Anchor Panasonic’s multi-media push for Roma

 Anchor Panasonic has unveiled a three-film campaign to cement its brand Roma Switches’ status as the leading modular switch in the country. Created by Scarecrow Communications, the campaign takes the humour route to highlight how many switches Roma sells.

Highlighting the brand’s leadership status
Raghu Bhat, Founder Director, Scarecrow Communications, explained that though Roma Switches sells the highest number of modular switches in the country, it is not a well known fact. Hence, the campaign has been planned to highlight this fact.

Thus, the brief clearly was to convey that Anchor Roma is the largest selling modular switch in India. Another objective was to highlight the fact that brand Roma is from the Anchor Panasonic stable. “Not many people know that, so this ad also seeks to address that,” informed Arunava Sengupta, Founder Director, Scarecrow Communications.

The three ad films depict different locations – a forest, a pagoda and an oceanarium. In each of the ads, there is a guide, who is showing tourists around and points out something impressive about the tourist spot, for instance, exotic butterflies or the species of marine life or mosaic pieces in the pagoda. These fail to impress one Indian in the crowd, who points out that Roma modular switches sell much more.

“We used foreigners as guides and made them speak Hindi in their own distinctive manner, without tutoring them – all of which adds to the enjoyment,” shared Bhat.

Manish Bhatt, Founder Director, Scarecrow Communications, added here, “There is a huge thrill in watching ‘hi-funda’ foreigners getting outwitted by Indians. This is the layer that makes the ads even more fun.”

Media Mix
With a budget upward of Rs 6 crore for this burst, the pan India campaign has a media mix that includes print, outdoor, TV, radio, outdoor and digital.

The films have been directed by Naren Multani of Equinox Films.

Campaign Credits:
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar
Account Management: Arunava Sengupta, Mansi Choudhary
Production House: Equinox
Director: Naren Multani
Producer: Manoj Shroff, Sia Bhuyan
DOP: Andre Menezes
Music: Rohan Vinayak
 

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