Anchor by Panasonic takes a new brand positioning through its new campaign

Anchor by Panasonic, in its new campaign ‘Naye India ke Badhte Load ke Liye’, takes a humorous route to highlight how its superior product offerings, which feature the latest Japanese technology, are designed to meet new India’s growing demand for new-age electrical appliances.

The campaign conceptualised by Leo Burnett consists of two films. The first film on wires opens with the turning of the dial of an electric grill, with the coil heating up to a glowing red as Sundar Saxena, a middle-aged man, prepares barbecue delicacies for a room full of people. Everyone is shown to be gathered around Saxena reaching out for the kebabs on his plate, and at that instant, there is a sound of burning and crackling in the background, taking everyone by surprise. The smirk instantly disappears from Saxena’s face as the cables had a short circuit due to excessive load of the barbecue grill.

The sequence progresses to show a room filled with awkward silence with everyone staring at the damaged grill and all the guests empty out the plates and leave. With the sound of the charred wires in the background, the burnt black wires are brought in focus. The film cuts to a sequence showing the durability and technology of the Anchor by Panasonic wires. The concluding shot shows the old wires being replaced with Anchor by Panasonic wires.

The second film on MCB switch is set on a jacuzzi as a man named Kamal drops his robe and comfortably settles in it. Within no time, he makes the jacuzzi his home, doing everything sitting in it. The film cuts to a scene where he is enjoying his bubble bath and scrubbing himself when suddenly there’s a power cut due to the excessive load on the MCB box and Kamal along with his son stand puzzled, staring at the smoke coming out. The film ends by narrating the advantage of having Anchor’s MCB by Panasonic.

Vivek Sharma, MD AEPL, said, “Anchor Electricals’ Indian heritage and products coupled with Panasonic’s Japanese technology and innovation empowers us to provide our customers with a vast range of high-quality electrical products. With the ‘Naye India ke Badhte Load ke Liye’ campaign, we plan to position Anchor by Panasonic as a brand that is familiar with modern India’s expectations from its electrical devices and showcase how the customers benefit from our offerings. Anchor by Panasonic is India’s brand of choice for switches and through this campaign we aim to make Anchor by Panasonic synonymous with switchgears and wires and cables too. The future of electrical product market is very promising, with great opportunities in the utilities, industrial, residential and commercial sectors among others. We at Anchor by Panasonic are well prepared to deliver and own the Indian electrical space on the back of our unique product offerings.”

Rajdeepak Das

Rajdeepak Das, MD, India and Chief Creative Officer, South Asia, Leo Burnett, said, “The ‘Naye India ke Badhte Load ke Liye’ positioning accurately sums up the need gap that Anchor by Panasonic is trying to fill with its high-quality wires and cables, and MCBs. I’m very happy with the creative thought and how it has translated into an almost eccentric execution. As is a given with all our work, we have transformed the brief into a humankind idea, and the result is for all to see.”

The campaign:

Wires film (BBQ grill)

MCB switch film (Jacuzzi)        

Credits:

Client: Anchor Electricals

Creative team: Leo Burnett

Production House: Early Man Films

Director:  Abhinav Pratiman

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