The commercial celebrates the power of local languages that connect us emotionally and strengthen the bond with our loved ones. The ad is conceptualised by Chapter Five Brand Solutions and the voiceover by actor Piyush Mishra stresses the fact that the most important things are always expressed best in our own language
BestMediaInfo Bureau | Mumbai | July 21, 2016
Panasonic has come out with a television commercial to promote its P66 Smartphoneâs enhanced feature that supports 21 Indian languages. The commercial created by Chapter Five Brand Solutions was launched earlier this month.
Shashin Devsare, Executive Director, Jaina India, who handles marketing and distribution of Panasonic phones, said, âIndia is one of the most linguistically diverse countries boasting of 22 official Indian languages and thousands of other local languages and dialects. With the growing Smartphone adoption among non-English speaking population, Panasonic P66 with 21 Indian languages is a celebration of the rich language heritage of the country. Our native language forms an innate part of our personality defining our mannerisms and speech. It also binds us emotionally, enabling us to bond with our loved ones.â
The commercial talks about the fun of using oneâs own language and how it connects each other emotionally. The film is a montage of intimate moments spent alone or with friends, made memorable by the emotional weight it carries. The film portrays various situations where people are using their phones and in different languages while driving home the fact that the most important things are always expressed best in your own language. The voiceover for the advertisement is done by renowned actor Piyush Mishra.
Devsare added, âThe TVC is a creative rendition of the idea of language as a connector which binds us to our roots and helps us forge a sense of kinship in the sea of humanity. Piyush Mishraâs voice further adds to the earthy appeal of the commercial highlighting how the real essence of our thoughts, emotions and even intellect is best expressed in our local language.â
India is a country bound by its traditions and a place where language and dialect change at every few kilometres. In such a scenario, the local language plays a very important role in unifying people. A translation can never fully do justice to the essence of whatâs been said in oneâs native language. For instance, a Punjabi joke will lose its humour when translated in some other language. Similarly Tagoreâs poetry could only be best enjoyed in Bengali. Taking the same theme forward, the commercial gives a few more examples where language plays an important role in connecting to people emotionally. Therefore, with the launch of the phone, it will become easier for people to communicate in their native languages.
Commenting on the insight, Prateek Srivastava, Creative Director, Chapter Five Brand Solutions, said, âLanguage forms an integral part of our cultural heritage. We shape our thoughts in our mother tongue before articulating them in words. Thus, the possibility of substance of our thoughts getting lost in translation is possible. With this idea in mind, we created the latest TVC for Panasonic P66 Smartphone which is a montage of everyday situations-- friends sharing jokes, a boy serenading for his beloved and a grandmother reciting the poetry of Tagore for her grandkids, expressing how all the little joys of life are best enjoyed and cherished when shared in oneâs native tongue without which the essence of that moment is lost.â
There are two versions of the ad campaign. One is a 22-second video, while the other is of 54 seconds. The commercial is running across TV channels including GEC, movies and news channels. The campaign is also promoted on the print medium.
Creative Agency: Chapter Five Brand Solutions Pvt Ltd
Creative Director: Prateek Srivastava
Director: Aditya Vikram Sengupta
Production House: Hectic Content Pvt Ltd