Panasonic allocates Rs 100 crore marketing spends for the festive season

Around 60 per cent of the marketing spends will be used for above the line activities like television, print, digital and radio; the remaining 40 per cent will be for below the line activities, which will mainly consist of mall activation and point of sale promotions.

In a bid to promote its recently-launched products, Panasonic has unveiled a range of special offers this festive season under the nationwide campaign, 'Dreams come true when Panasonic comes home'. The aim of the campaign is to connect with the dreams and aspirations of the common people by bringing home any Panasonic product.

As part of the festive bonanza, valid from September 14 to October 26, the 'Dreams come true when Panasonic comes home' campaign offers customers various schemes and a range of assured gifts on purchase of any Panasonic product. The winners can also win a direct entry to the Panasonic-sponsored reality show Aapka Sapna Hamara Apna, launched on Zee TV last week. The show mainly revolves around the dreams and aspirations of the common man.

Manish Sharma, director, marketing and sales, Panasonic India, says, "With attractive purchase options under the 'Dreams come true when Panasonic comes home' campaign, we plan to take Panasonic technologies within easy reach of the Indian customers."

Panasonic has allocated Rs 100 crore as marketing and advertising spends during this upcoming festive season, of which 60 per cent will be used for above the line activities (ATL) like television, print, digital and radio; the remaining 40 per cent will be spent on below the line (BTL) activities, which will mainly consist of mall activation and point of sale promotions.

Sharma adds, "We are targeting a growth of 15 per cent during this upcoming festive season."

The consumer durable company has also announced the launch of another nationwide campaign, 'Colors for Life', to launch a new range of 'direct cool' refrigerators, air-conditioners and digital cameras in various colours. Targeted at the youth, the campaign aims to bring in more colours into the lives of the young generation, who know how to live and spend their life in style and colour, despite their busy schedules.

The 'Colors for Life' campaign will be spread across 21 cities, including on-ground campaigns in 21 colleges and 15 malls across India. Panasonic will work closely with another to-be-launched show on MTV, which will deal with grooming girls for various beauty pageants.

Sharma adds, "As we plan to go bullish during the festive season, Panasonic has decided to use 410 spots in print, about 30,000 in television, 15,000 in radio, and lastly, about 50,000 spots in cinema, to promote its products during this festive season."

Panasonic will also work towards the conservation of natural resources and heritage sites as part of promoting its eco-friendly products.

For the record, Dentsu Communications handles the home appliance segment of Panasonic; the consumer electronics segment is being handled by IBD Percept - A division of Percept Hakuhudo. Allied Media is the media planning and buying agency of Panasonic.