Panasonic announces latest campaign for the new range of ACs
To emphasize its pro-consumer’s health objective, Panasonic India, which marked its 60th anniversary of Air Conditioner category this year, recently launched its marketing campaign ‘Quality Air for Life’ that focuses on the importance of maintaining the quality of air that people breathe indoors. The new television commercials promote the new range of inverter air conditioners ‘AERO SERIES’, inbuilt with the company’s patented air purification system called Nanoe™ Technology that actively removes PM2.5 and airborne particles giving upto 99% clean air. The advertisements promote top of the line features of the new range like Shower Cooling effect, Power-saving aspect and determines Panasonic’s commitment of providing Comfort and Trust towards its customers from past 100 years. The 360 integrated campaign is conceptualized and conceived by Saints and Warriors and is supported through a media mix of Television, Digital, Airport outdoors, in store and print.
The new TVC’s are premiering across television and digital platforms of mix genre and majorly focusing on HD, English News & movies channels and Infotainment among others. The commercials currently on air showcases four main features of the new range – Panasonic AERO series reduces energy wastage and saves 34% of the house electricity bill, inbuilt Aerowings that gives Shower Cooling effect i.e. airflow across a wider area, ensuring flow of cool and purified air evenly in every corner of the room, the Nano filter incorporated in the new range that removes dust and 99% of PM2.5 which purifies the air from pollution and is beneficial for expecting mothers and elderly in the house. Lastly the TVC series depicts Panasonic’s 100 years of commitment towards providing Trust, Comfort and Durability to its consumers through its products. With these stories and campaign theme ‘Quality Air for Life’ makes an attempt to address the issue regarding pollution.
Commenting on the campaign, Mr. Sarthak Seth, Chief Marketing Officer, Panasonic India, said, “Everybody today is conscious or aware of health—what is good for the body, what goes in the body. We are inclined to provide health benefits to our consumers in India, which suffer the most of air pollution. Our new campaign is simple and very-well executed in order to drive the key brand promise across point of sale, digital and television mediums. It reassures our commitment towards improving the indoor air quality through our air conditioning products to our consumers. The TVCs have got an innovative touch to it and effectively communicates the essence of the product in a progressive, yet complacent way.”
He added, “Air conditioners have dependably been our quality and one of the speedier offering brands under the Panasonic umbrella. The latest range of air purifying series holds a promising future for our customers in providing the best modern comfort. In this series the air purifier works even when the cooling function of the air conditioner is turned off.”
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Mr. Sartaj Jaffri, Senior Vice President, Saint and Warriors, said, “The indoor air is far more polluted than outdoor air, therefore the importance of indoor air quality is being considered by the consumers. The characters in the stories are a reflection of the Indian consumers’ mind set when planning to buy an air conditioner. The stories depict key features of the new Twin Inverter AC range i.e. being energy efficient while staying comfortably cool and providing air flow across a wider area with the Shower Cooling effect. It’s always a delight to work for a brand like Panasonic, a leader and most trusted brand in the home appliances segment.”
Embodying the elegance and pursuit of perfection inherent in Japanese design philosophy, the new Air Purifying Invertor Air conditioner Series has a sleek and striking design that makes it a luxurious complement to the interiors of homes. Providing the next generation of cooling experience, this series can operate with higher cooling power during the start to cool the room 1.5 times faster than any other model. The new ‘Air-Purifying’ inverter air conditioners are available at all leading retail outlets across the country from a starting price of INR 39,000 to INR 72,000 and in 0.8T, 1.0T, 1.5T, 2.0T variants.
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Creative Team: Kshitij Salve & Geeta Chavan
Account Management: Sonal Gupta Garima Khurana
Director: Aatish Dabral
Producer: Salim Singh
Production House: Snowball Production
Music credits: Prashant Vadhyar
Working title of film: Panasonic Nanoe- Quality air for life + Twin cool inverter
Duration: 30 & 10 secs