Anchor Panasonic targets youth with a funny Boman Irani TVC
Conceptualised by Scarecrow, the ad shows Irani as a snoring architect who wakes up to the name of Anchor
BestMediaInfo Bureau | Mumbai | February 18, 2013
Scarecrow has roped in Boman Irani in a memorable casting for the new umbrella brand campaign for Anchor Panasonic. The humorous TVC features a young, freshly scrubbed architect outlining his grandiose plans for the tycoon's (Boman Irani) new abode, namely, an egg-shaped bungalow. The only catch is that throughout the presentation, the tycoon is snoring, with audible guttural sounds.
The architect, unsure about what to do, looks at his petite secretary for guidance, who gently prompts him to continue, saying “Yeh unka style hai.” And just as the architect is about to talk about the switches, the tycoon suddenly wakes up from his slumber and mandates that the switches, fans, lights, wires and circuit breakers should be from Anchor alone, and promptly goes back to sleep!
Dinesh Aggarwal, Joint Managing Director, Anchor Panasonic, said, “Through this TVC we want to reinforce our promise of 50 years while presenting our range of products. Through this commercial we have received a good response in the last two days since it has gone on air.”
Raghu Bhat, Founder Director, Scarecrow Communications, said,“Anchor is synonymous with switches. One of the key objectives was to communicate the entire portfolio range. Another objective was to emphasise the premium imagery of the brand and also connect to a more youthful audience. Anchor has a great legacy of trust that has come through in every research. But we want Anchor to be equally relevant to tomorrow's consumers, namely, the youth. Bringing in state-of-the-art Panasonic products is the first step towards building a bridge with the youth. The second step is to create communication that appeals to the younger audience, and the Boman ad is a perfect illustration."
Arunava Sengupta, Founder Director, Scarecrow Communications, added, "Boman has always been known for his timing. Plus, he represents a certain premiumness. He represents the balance of youthfulness and stature. That's why he works perfectly Anchor which is at the cusp of an exciting change."
Anchor by Panasonic, originally known as Anchor Electricals, was incorporated in 1943 and in 40 years, became one of the largest manufacturers of electrical switches and accessories in the world. In 2007, Anchor Electricals was bought over by Panasonic Corporation, formerly known as Matsushita Electric Industrial Co. Ltd. Panasonic was ranked as the 89th largest company in the world in 2009 by Forbes Global 2000.
Anchor by Panasonic manufactures switches and accessories, wires and cables, fans, CFL, energy meters, insulation tapes and circuit breakers for every segment of the population.
Scarecrow Communications is one of India's fastest growing ad agencies with clients like Emami, Quikr, Reliance Digital, Nestle, Religare, Bacardi, DLF, McCormick Foods and Danone.
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