Panasonic emphasises on 'quality air for life' in new spot

Panasonic India, which marked the 60th anniversary of the air conditioner category this year, has launched its marketing campaign, ‘Quality air for life’, focusing on the importance of maintaining the quality of air that people breathe indoors.

The new television commercials promote the new range of inverter air conditioners, ‘Aero Series’, inbuilt with the company’s patented air purification system called Nanoe™ technology. The 360 integrated campaign is conceptualised and conceived by Saints and Warriors and is supported through a media mix of television, digital, airport outdoors, in store and print.

The new TVCs are premiering across television and digital platforms of mix genre and majorly focusing on HD, English news and movies channels and infotainment among others. The commercials currently on air showcase four main features of the new range – Panasonic Aero series reduces energy wastage and saves 34% of the house electricity bill, inbuilt Aerowings that gives shower cooling effect i.e. airflow across a wider area, ensuring flow of cool and purified air evenly in every corner of the room, the nano filter incorporated in the new range that removes dust and 99% of PM2.5, which purifies the air from pollution and is beneficial for expecting mothers and elderly in the house. With these stories and campaign theme, ‘Quality air for life’ makes an attempt to address the issue of pollution.

Sarthak Seth, Chief Marketing Officer, Panasonic India, said, “Everybody today is conscious or aware of health – what is good for the body, what goes in the body. We are inclined to provide health benefits to our consumers in India, who suffer from air pollution. Our new campaign is simple and very-well executed in order to drive the key brand promise across point of sale, digital and television mediums. It reassures our commitment towards improving the indoor air quality through our air conditioning products to our consumers. The TVCs have got an innovative touch to it and effectively communicates the essence of the product in a progressive, yet complacent way.”

He added, “Air conditioners have dependably been our quality and one of the speedier offering brands under the Panasonic umbrella. The latest range of air purifying series holds a promising future for our customers in providing the best modern comfort. In this series, the air purifier works even when the cooling function of the air conditioner is turned off.”

Sartaj Jaffri, Senior Vice-President, Saint and Warriors, said, “The indoor air is far more polluted than outdoor air, therefore the importance of indoor air quality is being considered by the consumers. The characters in the stories are a reflection of the Indian consumers’ mind set when planning to buy an air conditioner. The stories depict key features of the new twin inverter AC range i.e. being energy efficient while staying comfortably cool and providing air flow across a wider area with the shower cooling effect. It’s always a delight to work for a brand like Panasonic, a leader and most trusted brand in the home appliances segment.”

Embodying the elegance and pursuit of perfection inherent in Japanese design philosophy, the new air purifying invertor air conditioner series has a sleek and striking design that makes it a luxurious complement to the interiors of homes. This series can operate with higher cooling power during the start to cool the room 1.5 times faster than any other model. The new ‘air-purifying’ inverter air conditioners are available at all leading retail outlets across the country from a starting price of Rs 39,000 to Rs 72,000 and in 0.8T, 1.0T, 1.5T, 2.0T variants.

The TVC:

Credits:

Creative Team: Kshitij Salve and Geeta Chavan

Account Management: Sonal Gupta Garima Khurana

Director: Aatish Dabral

Producer: Salim Singh

Production House: Snowball Production

Music credits: Prashant Vadhyar

Working title of film: Panasonic Nanoe – Quality air for life + Twin cool inverter

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