Panasonic has a foamy proposition for removing stubborn dirt & stains

Panasonic India has rolled out its 360-degree integrated marketing campaign for its gen-next washing machine range – the FoamPremia. The new TV-led campaign has been conceptualised, created and executed by Saints and Warriors and will be supported on Television, Print, OOH, Cinema, In store and Digital. 

Themed “It’s Foamtastic! Lots of Jhaag, no Daag”, the new TVC is being aired pan-India across mix genre television channels, majorly focusing on GECs, HD, News & movies, and lifestyle & kids channels, among others. Keeping in line with the company’s business strategy, the TV campaign will also cover the regional and Hindi heartland featuring in TV channels like Star Plus, Colors, Zee TV, Zee News, Gemini TV, Sun TV and Asianet, among others. The regional outreach includes Southern and Eastern Indian markets. 

The new TVC promotes the washing machine as the forefront of innovation providing the best washing experience, removing tough stains. Each frame of the 30-second television commercial depicts the technology by Panasonic such as Aqua Spin Rinse and Active Foam System. Acknowledging unique relationships of a small kid with her toy and a mother with her daughter, the TVC brings an emotional bonding to it. The story features a child making foam in a bucket to clean her dirty soft toy, seeing this, the mother feels that even her kid understands that maximum foam can remove stains and tend to help her child wash the dirty toy with the latest technology available in the Panasonic washing machine. 

Watch the TVC:

Elaborating on the new TVC, Sarthak Seth, Head - Brand & Marketing Communications, Panasonic India, said, “The washing machine is one of the key strengths and among the best selling product categories at Panasonic. We always customise products that suit the evolving needs of a modern Indian family. The FoamPremia range is equipped with features generating rich and creamy foam for a spotless washing performance. It is also equipped with Econavi Technology, which senses washing load and water temperature to adjust water usage and wash timing to optimum levels, hence ensuring better wash with minimum waste of electricity. Our new campaign focuses on effectively communicate the essence of the product and at the same time educate the masses about its functionality and features.” 

Gaurav Minocha, Home Appliances Head, Panasonic India, added here, “We at Panasonic develop products customised to cater to the specific washing needs of consumers. Our latest range of FoamPremia machines, with Active Foam System, are design to deliver superlative washing performance. Ergonomic in design, equipped with large capacity Sazanami Drums and with Stain Master Washing programs, these machines are robust and easy to use. The communication intent of this TV commercial was to highlight how the most stubborn of stains are tackled by the FoamPremia series of washing machines.” 

According to the ad agency Saints and Warriors, “Panasonic Washing Machines with advanced Active Foam Wash create lots of wash for the best wash. The approach that even the kids know “Lots of Jhaag, no Daag” is quite simple for people to understand at large, so we decided to play it up to garner mind space. It has a certain element of stickiness and brings alive the USP as well beautifully.” 

Campaign credits: 

Creative team: Kshitij Salve, Geeta Chavan, Sanjib Saha

Account Management: Sartaj Jaffri, Ajitesh Sharma, Rajnish Nahar

Director: Anthony Leonardy

Producer: Raman Chauhan

Production House: Snowball Studios

Music credits: Rupert Fernandes