MAM
Report on Shemaroo

Panasonic Life Solutions' marketing spend upped to Rs 150 crore this fiscal

Anchor’s corporate and legal identity also changed

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/10/panasonic_0.jpg?itok=kUpQdcf7

MUMBAI: Japanese electronics major Panasonic has announced that it will substantially increase its marketing spends, for its consumer electrical products subsidiary ‘Panasonic Life Solutions India Private Limited’,  to Rs. 150 crore this fiscal.

This was revealed by Panasonic Life Solutions India Private Limited managing director Vivek Sharma during a press conference announcing the change in the corporate and legal identity of Panasonic’s wholly owned subsidiary ‘Anchor’ on Wednesday.

Speaking at the event, Sharma noted that Panasonic Life Solutions has recorded an impressive 3x growth in the past two years. The senior executive is positive about the new government post-election fueling growth of the consumer electrical products segment, as schemes like GST already has. More investment in the advertising and marketing spheres will thus help the brand in leveraging these opportunities by connecting better with the consumers.

Speaking about his plans to utilise the increased marketing budgets, Panasonic Life Solutions India Private Limited (earlier Anchor Electricals Pvt. Ltd.) vice president Sunil Narula told Indiantelevision.com that the brand has already been focussing on improving its consumer connect for the past 18 months and intends to do more of the same going forward.

He said, “Majority of our ad-spends will now be looking at improving the consumer connect, which means there will be a lot of spending in the mass media. At the same time, we will maintain our connection with the influencers—the electricians, architects, and consultants. We already have about more than 35,000 electricians on our digital platform where we engage with them and motivate them. This helps us in staying on the top of their minds.”

Elaborating more on the ad-expenditures, Narula pointed out that there is going to be a dramatic increase in their digital spends. 

“Television is obviously going to be the lead medium. A good amount from our ad-spends, i.e., 65-70 per cent, would go to TV. It will be followed by OOH, which will take about 7-8 per cent of our total budgets. Then we have the radio at 4-5 per cent. Digital is something that we started (only) a year back and we are spending 3-4 per cent of our overall marketing money on it. This is going to increase dramatically over the next couple of years. We might take it to 7-8 per cent and even further as we have seen that digital is helping us a lot in increasing the brand connect with the consumers,” he said.

On being asked whether increased ad spends on digital would mean a deduction from TV, Narula replied in negative. He asserted, “No, we are not cutting spends from TV to invest more in digital because, fortunately, we are increasing our ad-spends every year. There is a constant effort to pump in a good amount of money to ensure that our visibility is high in the market place. To cite an example, we had spent 70 per cent more on advertising last year as compared to the fiscal prior to that.”

After a decade of being acquired by Japanese electronic products company Panasonic, Anchor Electricals Pvt. Ltd. has announced the change in its legal entity to ‘Panasonic Life Solutions India Private Limited’, with effect from 1 April 2019. The corporate identity, ‘Anchor by Panasonic’, has been changed to ‘Panasonic’.

The identity, however, will not affect the market positioning of both the brands. As shared by Sharma and Narula, this change is more about legal and corporate matters. The two brands will co-exist in the market.

“Anchor as a brand would target the value for money consumers, which has been the fact in the last five decades as well, and Panasonic as a brand will target the premium consumers. While we are also moving up the ladder when it comes to anchor brand and trying to occupy space between value for money and premium,” Narula added.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/10/img_10042021_125152_800_x_800_pixel.jpg?itok=cuTzE2Bk
Rahul ‘The Wall’ Dravid’s calm facade cracks in new Cred ad

MUMBAI: How many times have you seen the Indian cricket team’s former captain Rahul Dravid lose his cool and holler at an opponent? Chances are nil. Known for his calm and gentlemanly temperament, both on and off-the-field, ‘The Wall’, as he’s been dubbed for his rock solid Test match innings, has...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/10/img_10042021_114626_800_x_800_pixel.jpg?itok=pmEz9LNP
After Ekatvam, Tanishq highlights India's cultural diversity in new campaign

NEW DELHI: After being brutally trolled for its controversial Ekatvam campaign last year, it would seem that jewellery brand Tanishq has learnt its lesson. Instead of fixating on a particular religious community, the brand is playing up the unity in diversity sentiment in the new brand proposition...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/10/img_10042021_111338_800_x_800_pixel.jpg?itok=Uzt32lPb
Krista Thomas joins InMobi Marketing Cloud as SVP & global head – marketing

NEW DELHI: InMobi has onboarded ad tech veteran Krista Thomas as the senior vice president and global head of marketing for its marketing cloud platform. In her new role, Thomas will utilise over 20 years of experience working in the media and marketing industries to expand the awareness and...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/09/img_09042021_134824_800_x_800_pixel.jpg?itok=dathKWZo
Upstox urges us to take the first step towards investing

NEW DELHI: Days after announcing its association with the 2021 edition of the Indian Premier League (IPL), Ratan Tata-backed brokerage firm Upstox has rolled out a new campaign, Start Karke Dekho, that aims to promote better financial participation in the country. By speaking to the fact that...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/09/img_09042021_134031_800_x_800_pixel.jpg?itok=vO388T74
No limit on happiness: Axis Bank plays up moments of little joys

NEW DELHI: Axis Bank has released a multi-film campaign for its cards portfolio. The campaign, conceived by Lowe Lintas Mumbai, focuses on the small moments of joy to promote the bank's credit card offerings. In these series of ad films, Axis Bank has taken an emotion-driven approach, in line with...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/09/photogrid_plus_1617950947967.jpg?itok=UjMGezc-
GroupM India assigns new roles to Vinit Karnik and Karthik Nagarajan

MUMBAI: In a bid to bolster its core leadership, GroupM India has elevated and assigned new responsibilities to GroupM business head - entertainment & sports practice (ESP) Vinit Karnik and Wavemaker India chief content officer Karthik Nagarajan. Karnik will take over the new role of head –...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/09/punjab.jpg?itok=XNW-p4aJ
Bodycare Creations signs on as official partner of Punjab Kings

MUMBAI: In a testimony to the league’s immense popularity with female audiences, Indian innerwear brand Bodycare Creations has signed on as official partner of the Punjab Kings franchise in the upcoming season of the Indian Premier League (IPL) which begins on 9 April.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/09/taj_mahal-tea.jpg?itok=R8cIW0Uf
Slow down with a cup of tea, says Brooke Bond Taj Mahal

MUMBAI: We live in a world that celebrates speed, where keeping busy is how we measure our happiness. We passionately make plans and feel delighted in chasing them. But the truth is, that life’s most rewarding moments aren’t found in grand plans or great adventures. Instead, they are found when we...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/08/gaming.jpg?itok=GeGMnS7j
Gaming revenue surged 20% in 2020, audience more diverse: Essence report

MUMBAI: Last year, the world stayed at home. Outdoor divertissements like live sports and events, and catching a movie at the multiplex were off the table, owing to the Covid2019 pandemic. People had to find new ways to distract themselves from the grim reality; apart from online video streaming,...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required