Panasonic celebrates the joy of connecting with one’s mother tongue

Panasonic has rolled out a new TVC for its new language phone, Panasonic P66. Conceptualised by Chapter Five, the TVC celebrates the power of our local language, which connects us emotionally, strengthening our relationships with our loved ones. The TVC has been developed for Panasonic Smartphones under the aegis of Shashin Devsare, Executive Director Jaina India.

India is one of the world’s most linguistically diverse countries, where dialect changes every few kilometres. Our local language contributes immensely to our mannerisms and personality and gives us a sense of kinship with same language speakers in the sea of humanity. A translation can never fully do justice to the essence of what’s been said in one’s native language. For instance, a Punjabi joke will lose most of its humour when translated in some other language, similarly Tagore’s poetry could only be best enjoyed in Bengali.

The ad film is a montage of intimate moments spent alone or with friends, made memorable by the emotional connect brought by one’s own language with a powerfully moving voice over by actor Piyush Mishra. The film portrays various situations where people are using their phones and in different languages while driving home the fact that the most important things are always expressed best in one’s own language.

Link to ad films: 
https://www.youtube.com/watch?v=yEXAE-hHZAc

https://www.youtube.com/watch?v=IjAXRBsNhO8

Elaborating on the campaign, Shashin Devsare, Executive Director, Jaina India, said, “India is one of the most linguistically diverse countries, boasting of 22 official Indian languages and thousands of other local languages and dialects. With the growing smartphone adoption amongst non-English speaking population, Panasonic P66 with 21 Indian languages is a celebration of the rich language heritage of the country. Our native language forms an innate part of our personality defining our mannerisms and speech. It also binds us emotionally enabling us to bond with our loved ones. The TVC is a creative rendition of the idea of language as a connector, which binds us to our roots and helps us forge a sense of kinship in the sea of humanity. The powerful voice of theatre and film personality Piyush Mishra further adds to the earthy appeal of the commercial highlighting how the real essence of our thoughts, emotions and even intellect is best expressed through our local language.”

Prateek Srivastava, Creative Director, Chapter Five, added here, “Language forms an integral part of our cultural heritage. We shape our thoughts in our mother tongue before articulating them in words. Thus, the possibility of substance of our thoughts getting lost in translation is palpable. With this idea in mind, we created the latest TVC for Panasonic P66 Smartphone, which is a montage of everyday situations – friends sharing jokes, a boy serenading his beloved and a grandmother reciting the poetry of Tagore for her grandkids, expressing how all the little joys of life are best enjoyed and cherished when shared in one’s native tongue without which the essence of that moment is lost.”

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