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Panasonic switches to summer mode with ‘One touch’ promise

The TVC has been conceptualised by Dentsu Communications and features Katrina Kaif

Shachi Tapiawala | Mumbai | March 11, 2013

Considering the summer season is round the corner, Panasonic India has released a new ad campaign to make its presence felt as the innovator and change-maker. Brand ambassador Katrina Kaif has time and again expressed her delight to be associated with Panasonic’s eco-friendly endeavour to change the way consumers use today’s technology. This is the third year of her association with the brand.

Created by Dentsu Communications, the communication for 2013 focuses on leveraging the benefits of a very successful campaign last year, and further strengthens the product promise of ‘One touch to change the future’. The on-going TVC went on air from mid-February.

Manish Sharma, MD, Consumer Product Division, Panasonic India, said, “The communication for 2013 strengthens the product promise of ‘One touch to change the future’. A good deal of research input has been incorporated for the new showcase which tends to simplify the product promise further by making it more relevant and a part of something which the consumer experiences on a daily basis: change. Thus the new communication explains how the Econavi AC with just a touch of a button changes according to the change in its environment, resulting in comfort and power savings.”

The commercial shows the latest Panasonic Econavi AC in different scenarios. The first is a day time scene with Katrina spending some leisure time with her friends. The second one has Katrina having a party at home, filled with guests. All this while, Panasonic Econavi AC, with its four sensors controls the temperature and the direction of the air flow, hence saving energy without much human intervention.

Panasonic plans to run the campaign during major upcoming sporting events in the next few months. The ad will be primarily visible on news channels, regional general entertainment channels and will have a pan-India exposure this month. The TVC will be supported with an extensive BTL activity throughout. There will be four edits of the ad ranging from 45 seconds to 10 seconds.

Soumitra Karnik, National Creative Director, Dentsu Communications, said, “Success of technology these days is dependent on how well it is adaptive to the user's needs. This is the reason why superior brands like Panasonic stay on top of the pyramid. Panasonic air-conditioners with the Econavi technology are a fine example of intelligent technology. It senses and adapts to the changing needs of the user. And this is what the communication platform is based on. We tried to humanise the air-conditioner with 'I change with the change' line of thought. Just like the user, in this case, Katrina Kaif, goes through easily living a packed day, her Panasonic AC too silently changes its functioning according to all the changes around it.”

“We worked with a great crew from Lemon Yellow Sun Films and shooting with Katrina Kaif was a fun experience as always,” Karnik added.

Panasonic has also taken some sponsorships on TV, namely,  IPL on Set Max (first 13 matches) starting from the first week of April, associate sponsorship of IPL programming based property with Integration on NDTV 24x7 and NDTV India,  Weather Report branding for two weeks on Times Now, and Union Budget properties on ABP News, Aaj Tak, NDTV India.

The campaign is powered by ‘Wrath of Titans’ and ‘Mission Impossible: Ghost Protocol’ on HBO. On-air sponsorship is driven by Ten Cricket (South Africa vs Pakistan cricket series). Presenting sponsor of the campaign is the Hollywood Premier on Star Movies and the associate sponsor is IPL Summer Slam-5 Fix Prime Time on Times Now

The TVC: [youtube]http://www.youtube.com/watch?v=spkak92nSPg[/youtube]

 

Credits: Agency: Dentsu Communications

National Creative Director: Soumitra Karnik Creative Director: Shiladitya Moulik Client Servicing Head: Rajib Sinha

Production House: Lemon Yellow Sun Films

Shachi@BestMediaInfo.com

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