Dentsu Communications bags creative duties of Panasonic Fans

The mandate is to launch communication for Panasonic ventilation fans in India.

Dentsu Communications has bagged the creative duties of Panasonic Fans. The mandate has been awarded based on its current creative partnership with Panasonic.

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

The account will be handled by the Mumbai office of Dentsu Communications.

Takaki Oguri, joint managing director, sales and marketing, Anchor Electricals, says, "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. "

Sharmila Malekar, senior vice-president, Dentsu Communications, says, "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."

Sabhaney further adds, "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."

Panasonic was founded in 1918 and provides a wide variety of products, systems, and services, ranging from consumer electronics products to industrial devices, building products and housing.

Panasonic makes available in India its wide range of consumer electronics, home appliances like LCD and plasma TVs, DVD players, home theatre systems, smartphones, cameras, camcorders, car audio systems, air conditioners, washing machines, refrigerators, microwave ovens, automatic cookers, vacuum cleaners and a wide range of system products including communication devices such as mobile phones, high definition videoconferencing, professional audio video products like broadcast cameras, projectors and displays, business solutions including printers, whiteboards and security solutions.

Panasonic has aggressively focussed on market research, product innovation and talent hiring in India for work in areas like energy, water, remote access and food.

The company currently has a workforce of about 12,500 in India.

Some of the group companies in India are Panasonic Appliances, Panasonic AVC India, Panasonic Energy India, Panasonic Carbon India and Anchor Electricals.