MUMBAI: Panasonic‘s Anchor Electricals has appointed digital marketing agency Ignitee Digital to leverage the popularity of digital media platforms and cater to the young tech savvy audience.

The agency will be responsible for developing a comprehensive online presence and positioning Anchor and Panasonic as a young, contemporary brand for electrical accessories. This is Anchor‘s first step in the digital and social media space.

With changing demographics and landscape of the internet in India, Anchor intends to engage with the ever expanding internet user base in India. With a portfolio of over 3000 products, Anchor Electricals has established itself as a trusted household brand and it plans to replicate this success in the digital world through knowledge dissemination, customer servicing and community build up.

Ignitee Digital Services CEO Atul Hegde said, "We are delighted to have a brand like Anchor and Panasonic in our portfolio. Not many brands in this category have leveraged the digital medium in a big manner, and we are confident that we would be setting many ‘firsts‘ in this space for this category. We have planned a series of digital activities through the year and will lead in with a unique social media community"

Anchor Electricals joint managing director Dinesh Aggarwal said, "As digital and social media have been growing at rapid pace, we felt the need to engage with our customers and our Community of Architects, Consultants and Interior designers online. To lead this transition, Ignitee has been the best choice as it has successfully demonstrated a strong online presence for a host of brands across industries. We hope to support our market leadership with Ignitee‘s expertise in the digital world!"