Scarecrow creates a finicky tycoon for Anchor Panasonic

Scarecrow   has once again launched  a  humorous TVC  for Anchor Panasonic and who other than Boman Irani to play the lead in this  humorous advertisement.. The agency  has roped him in a memorable casting for the new umbrella brand campaign for Anchor Panasonic.

The humorous TVC features a young, freshly scrubbed architect outlining his grandiose plans for the tycoon’s (Boman Irani) new abode, namely, an egg-shaped bungalow. The only catch is that throughout the presentation, the tycoon is snoring, with audible guttural sounds.

The architect, unsure about what to do, looks at his petite secretary for guidance, who gently prompts him to continue, saying “Yeh unka style hai.”  Just as the architect is about to talk about the switches, the tycoon suddenly wakes up from his slumber and mandates that the switches, fans, lights, wires and circuit breakers should be from Anchor alone, and promptly goes back to sleep!

Speaking about the campaign Dinesh Aggarwal, Joint Managing Director, Anchor Electricals Pvt. Ltd, said, “The idea was to reinforce the fact that Anchor is not only about switches but it caters to all other electrical needs as well. It could be your first choice while constructing a house. This campaign would strengthen the overall image of the brand.” 

The reason behind using Boman is quite simple. He says, “Apart from his popularity Boman signifies trust and credibility that he has built up from his past performances and these qualities simply match the brand’s image as well. Anchor Panasonic stands for trust and credibility when it comes to catering electrical appliances.”  

Raghu Bhat, Founder Director, Scarecrow Communications, said, "Anchor is synonymous with switches. One of the key objectives was to communicate the entire portfolio range. Another objective was to emphasize the premium imagery of the brand and also connect to a more youthful audience. Anchor has a great legacy of trust that has come through in every research. But we want Anchor to be equally relevant to tomorrow's consumers, namely the youth. Bringing in state-of-the-art Panasonic products is the first step towards building a bridge with the youth. The second step is to create communication that appeals to the younger audience, of which the Boman ad is a perfect illustration."

Arunava Sengupta, Founder Director, Scarecrow Communications says, "Boman has always been known for his timing. Plus, he represents a certain premiumness. He represents the balance of youthfulness and stature. That's why he works perfectly for Anchor which is at the cusp of an exciting change."

The campaign would run across television including GECs, niche channels (both Hindi and English) and terrestrial channels (all DD channels). Huge banners and hoardings are expected to be seen soon. There will be quite a buzz towards OOH as well. Aggarwal says, “We are putting up huge banners and hoardings but in specific cities and especially in the hinterland. Also there will a presence in digital and social media in coming days but it’s too early to speak about the how and what as of now. But looking at Boman’s credibility and presence we will surely do something innovative in that space.”   

Credits:
Client: Dinesh Aggarwal, Manoj Dalal
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal, Ankit Dembla,

Account Management:: Mansi Choudhary,Arunava Sengupta

Production house: Equinox
Director: Naren Multani
Producers: Manoj Shroff, Sia Bhuyan
Music: Bobo

For information and records, Anchor by Panasonic, originally known as Anchor Electricals which was incorporated in 1943 has  in 40 years become one of the largest manufacturers of electrical switches and accessories in the world. In 2007, Anchor Electricals was bought over by Panasonic Corporation, formerly known as Matsushita Electric Industrial Co. Ltd. Panasonic was ranked the 89th largest company in the world in 2009 by the Forbes Global 2000 and is among the Worldwide Top 20 Semiconductor Sales Leaders.
Anchor by Panasonic manufactures switches and accessories, wires and cables, fans, CFL, energy meters, insulation tapes and circuit breakers for every segment of the population. |By Aanchal Kohl i[aanchal(at)adgully.com]