Panasonic Life Solutions India unveils new brand campaign, "Naye India KeBadte Load KeLiye" for Switches


Mumbai: Leading manufacturer of electrical construction materials, Panasonic Life Solutions, formerly known as Anchor Electricals pvtltd, has announced its marketing plan to deepen its engagement in the evolving and growing consumer electrical segment in India and has launched its new campaign “Naye India KeBadhte Load KeLiye” for the category of Switches.

The new ad campaign features the story of social media-savvy consumer who aspires to go viral by creating and sharing quirky moments through the posts. The theme features Panasonic Life Solutions latest technology to meet new age India’s growing demand for electrical appliances with an aim to become consistently better by offering distinct range of products with superior quality and innovative solutions.

Conceptualized by Leo Burnett, the route for the TVC is built on the insight that today’s generation is often socially pre-emptive and establishes how an electrical switch can fast track a consumer’s chance to become famous on social media. The campaign’s TVC plays on the widespread selection of switches that Panasonic Life Solution offers, mapping it to the increasing requirements of every consumer in India. It further establishes a relationship between a human being and an electrical switch through a thrilling and creative way to go viral on the internet.

Using Panasonic’s latest technology, Anchor has been constantly designing products that offer a unique blend of stylish look textured with different finishes and sleek plate designs that boast a higher aesthetic appeal and safety features, making it a perfect fit for modern Indian homes. In the wiring devices segment, the company at present ranks no. 1 and holds over 38% market share.

Product Specifications:

Over half a century, Anchor has managed to capture the minds of every customer in India. Anchor switches are aesthetically designed with a combination of elegance and sophistication. Built from the best metal insert plate, new switches surpasses to deliver excellent performance, top notch quality, robust functionality, flame retardant property and enhanced safety. The specially textured surface with super glossy finish and sleek plate design makes it blend virtually with any home décor. The switches are supported by cutting-edge Toggle-Type Technology, which facilitates ease, and comfort in operating the switches.

Talking about the new ad campaign, Mr. Vivek Sharma, Managing Director, Panasonic Life Solutions said, “We aim to deliver products that surpass the consumer expectations and fulfil the growing demands of new India. With the new ad campaign, “Naye India KeBadhte Load KeLiye”, we wanted to highlight how we understand the sentiments and desires of today’s consumers and how we can be a part of their aspirations. We hope to extend our consumer base and tap newer markets with this campaign, thereby increasing market share in the wiring devices (switches) category.”

Speaking about the campaign Vikram Pandey (Spiky), National Creative Director Leo Burnett India says “Since the plot was about a guy desperately wanting to go viral on the internet, we decided to cast a social media influencer famous for his acts on the internet. An interactive integrated campaign will take the premise forward to connect with the audience on all platforms.”

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