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Leo Burnett India wins creative mandate for Anchor by Panasonic

The agency won the account following a multi-agency pitch. The agency’s Mumbai office will handle the business

Leo Burnett India has won creative duties of Anchor by Panasonic, one of India’s largest domestic manufacturers of electrical construction materials. The business was won post a multi-agency pitch and will be handled by Leo Burnett India’s Mumbai office.

Established in 1963, Anchor Electricals Pvt. Ltd, a wholly-owned subsidiary of the Panasonic Corporation, excels in the production of low-voltage electrical switches and accessories, switchgear and protection devices, wires and cables, lamps and luminaries, and fans. It also sells home automation products from Panasonic. The brand has an ambitious vision of doubling its already significant turnover over the next three years.

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Leo Burnett India will help Anchor leverage the Panasonic equity to fulfil its ambitions. To reach this goal, the agency will design a strategic roadmap, conceptualize the pipeline of innovative business solutions, and own the category codes for the consumer electrical market.

Speaking about bringing Leo Burnett India on board as its partner, Vivek Sharma, Managing Director, Anchor Electricals Private Limited, the Electricals arm of Panasonic Corporation said, "Anchor by Panasonic is a leading electricals brand in the Indian market with sales of over INR 3500 crore in the current financial year, through a diverse portfolio spanning seven product verticals. We were looking for a partner whose innovative ideas and approach are in sync with our brand's vision. We have partnered with Leo Burnett India as our new creative agency based on their strategic planning and innovative creative thinking. We believe and have complete faith in the team's passion, commitment and their ability to do justice to our mandate. We look forward to a stronger collaboration and are confident that the partnership with Leo Burnett will help us further strengthen our ability to reach out to our existing and potential consumers with influential and relevant communication."

Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett, said, “It's a great opportunity to re-energise a brand that has tremendous local equity in the name ‘Anchor’, and now has the advantage of global expertise in the name of ‘Panasonic’. Our opportunity is to build a brand and a business in this category like it has never been done before."

Rakesh Hinduja, Executive Director & Branch Head – Mumbai, Leo Burnett India, added, “We are looking forward to partnering a legacy brand like Anchor by Panasonic. The brand has an unparalleled equity and its ambition to double its turnover excites us. I believe there is a lot of untapped potential that lies ahead, especially in the category as a whole. With Leo Burnett’s innovation-oriented and culture context approach, our focus will be to make Anchor by Panasonic the premier choice for electrical solutions in the country.”

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