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Dentsu Communications adds Panasonic Fans to its kitty

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MUMBAI: Dentsu Communications has bagged the creative duties of Panasonic Fans. The agency was awarded this business based on its current creative partnership with Panasonic.

Commenting on the development, Dentsu India Group CEO & Dentsu APAC (South) executive chairman, Rohit Ohri said, ?We?re delighted with this new assignment. This further strengthens the relationship between Dentsu Communications and Panasonic and is a testimony to the great work done by Dentsu for Panasonic in India and the region.?

"Winning the creative mandate for Anchor Electricals is indeed a matter of pride for DCPL Mumbai," mentioned Dentsu Communications CEO Simi Sabhaney.

"Exhaust fans are a low-involvement category and the choice of the brand is mostly left to the contractors and interior designers. Our attempt was to get the consumers re-evaluate this category. We thus introduced the concept of 'ventilation fans' in lieu of 'exhaust fans?. This struck a chord with Anchor-Panasonic since they were looking for an approach that was distinctive enough," added Sabhaney.

Anchor Electricals joint managing director sales and marketing Takaki Oguri said, ?Panasonic?s global expertise in the ventilation field will aid Anchor to unveil a host of innovative products, redefining the paradigms of indoor air quality focussed ventilation solutions. Presently, we intend to launch some of Panasonic?s trendsetter products; later on we will actively focus on expanding the entire range. This will be a robust value addition to Anchor?s existing Ceiling Fans Portfolio.?

 ?The task set for us is to create a niche for the Panasonic brand in the premium fans market. Being the new entrant in an established product category driven by strong local players, our challenge was to rise beyond the current brand themes and test the current evaluation parameters set for fans. Our cumulative experience in handling the Panasonic white goods? range gave us an edge over our competitors, in understanding the finer nuances of the brand. The Dentsu team offered a strategic idea with a unique perspective, differentiating itself from the traditional fan category thinking,? added Dentsu Communications senior vice president, Sharmila Malekar.

Anchor Electricals vice president sales and marketing, Ashok Gangar, said, ?We used Dentsu?s expertise while commissioning the first ?Panasonic LED Lighting Experience Centre? in Mumbai, last year. We are hoping to establish a niche trade channel for marketing these high-end indoor air quality focussed ventilation products with this affiliation.?

?Exhaust fans are a low involvement category and the choice of the brand is mostly left to the contractors and interior designers, our attempt was to imbibe the concept of ?ventilation? versus ?exhaust? in the end-consumer minds. This struck an accord with the Anchor-Panasonic team as it was looking for an approach that was distinctive enough for Panasonic ventilation fans to establish themselves in the said category,? added Sabhaney.

On bringing Dentsu Communications on board, Anchor Electricals director fan business, Toshiki Itagaki said, ?We are happy to award the creative duties to Dentsu Communications as our promotion partners for Panasonic Ventilation Fans and hope to establish ourselves as a premium brand in the said category soon.?

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