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With Panasonic air conditioners, ‘life is a conversation with air’

Conceptualized by Saints and Warriors, Panasonic’s new advertising campaign highlights the technology that turns its new range of air conditioners into ‘Life Conditioners’

BestMediaInfo Bureau | Mumbai | February 25, 2016

Panasonic-air-conditioners Click on the image to watch the TVC.

Panasonic India’s new advertising campaign focuses on the company’s commitment to improve the quality of life of its consumers, by providing ‘A Better Life, A Better World’. The slogan, incidentally, is the theme of the campaign. Its television commercial (TVC), conceptualized by

Saints and Warriors, shows how a Panasonic Life Conditioner could provide ‘healthier, smarter and faster’ air.

The TVC features Panasonic’s brand ambassador and Hindi film actor, Katrina Kaif, who has a strong fan following among the youth. Kaif’s image connects with the brand’s technology-savvy consumers, who look out for products with global standards. The ‘A Better Life, A Better World’ theme underscores the company’s commitment to improve the quality of life, by creating a better world to live in.

Panasonic’s new range of air conditioners, named ‘Life Conditioners’, purport to be equipped with the latest Japanese technology and enhanced cooling features. The new range of air conditioners boast of healthier, smarter and faster technology. These air conditioners promise 99 per cent cleaner air and 35 per cent faster cooling, while saving on 65 per cent more energy than predecessors in the market.

The TVC shows people – children, youngsters and adults – in various situations, at home or at work, relaxed in the comfort of the ‘Life Conditioners’. The commercial focuses on the need for fresh air, be it at home, at work or at a library. It hones on the theme that clean, healthy air (now rare) was necessary at the home people return to at the end of a hectic day at work. Clean air was necessary for parents playing with their child at home, when asleep at night or even during a work-out session.

A jingle in the backdrop sings out, “Life is a conversation with Air, it’s everywhere. When it’s hot, it’s a fight. Cools us and makes it right. Look up, it’s a Life Conditioner”. The brand strives to connect with its target audience by showcasing the smart innovations which make for ‘A Better Life, A Better World’.

Sarthak Seth, Head, Brand and Marketing Communications, Panasonic India, said, “We are truly excited to launch our new AC campaign as it is in line with our commitment towards creating ‘A Better life, A Better World’. Panasonic has always ensured on pursuing a better life for each individual customer with its products across spaces and fields, such as the home, the community and in business. The new TVC brings alive the essence of pure air and highlights the ‘Healthier, Smarter and Faster’ technology of Panasonic Life Conditioners.”

Sartaj Jaffri, Senior Vice-president, Saints and Warriors, said, “The story attempts to give an insight of consumers across Indian geographies seeking technology which satisfies their need for a faster, healthier and smarter technology in Air Conditioners. Actress Katrina Kaif brings credibility and freshness to the otherwise serious technology product offering. The story telling ensures that the characters are a reflection of the Indian consumers’ mind set.”

The TVC:



Client: Panasonic India

Creative agency: Saints and Warriors

Creative Head: Neh Rathi

Production House: Snowball Studios Mumbai

Director: Anthony Leonardi

DOP: Vikas Sivaraman

Tags: Panasonic
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