Panasonic adds more to life through 'Power of Less'
The campaign was executed by Blackpencil India and communicates the message of consuming less and living more
BestMediaInfo Bureau | Mumbai | November 15, 2012
Panasonic India, which believes in the philosophy of innovating products that consume less energy, water, etc., rolled out a new television commercial for the festive season to promote the brand message 'Say yes to less. More to Life'.
Manish Sharma, MD, Panasonic India, said, “We at Panasonic believe in the 'Power of Less'. Our Green Innovation products have been created keeping this philosophy in mind. This means lesser consumption of power resulting in lesser expense for our customers. Our new campaign has also been designed around this same belief, depicting the happiness that is brought about by the Power of Less.”
The TVC captures the essence of how consumers cut down their consumption levels and purchases which in turn lessens their monthly bills. This adds to greater more comfort, convenience and joy instead of worries, expenses and headaches. In short, it helps one 'Consume Less and Live More'.
Shedding light on the campaign, Samarjit Choudhry, Executive Director, Blackpencil India, said, “Today, we operate in a dichotomy of sorts – on the one hand, we increasingly chase more and more materialistic things, while on the other, unfortunately, we are becoming emotionally and morally bankrupt. The reality of society at large today is that while we are constantly asking for more hedonistic pleasures, we are also asking for a lot less in terms of stress, tension, pollution, etc. We thought it would be a great idea to capture this interplay between more and less in our communication.”
“This line of thought, we believe, is completely in sync with what brand Panasonic stands for – being an environmentally conscious company, Panasonic strives to keep negative environmental impact at a minimum, while simultaneously going the extra mile to provide more to its consumers,” Choudhry added.
The first part of the TVC was shot in Mumbai and the second part in Georgia, featuring Panasonic's Eco brand ambassador Dia Mirza. The spot duration of the ad is 60 seconds and 40 seconds.
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