Mumbai: Panasonic India has come up with an energetic television campaign for its range of alkaline batteries after a long wait.
Developed by Dentsu Aegis Network’s Milestone Dentsu, the creative partner of Panasonic India, the TVC is now on-air across all popular channels. The central theme of the campaign is to highlight the superior power of Panasonic alkaline batteries as compared to normal zinc batteries through a zippy badminton power play by P V Sindhu, Olympic silver medallist and the brand’s new ambassador.
The TVC opens on P V Sindhu, getting equipped with a robotic arm powered by normal zinc-carbon battery. In the next scene, we see her playing against an android robot that holds the power of 15 batteries. A power-packed game follows, that is interrupted by Sindhu falling down on the court, and the drained batteries popping out of her arm.
The second sequence shows her coach tossing a pair of Panasonic alkaline batteries towards a wasted Sindhu. She puts the batteries in her arm’s socket to recharge herself. A quick animation of the battery technology appears on screen, followed by another round of badminton power play. The film ends with Sindhu hitting a winning smash to make the shuttlecock fly and hit the android, releasing the power of 15 zinc batteries, and dropping it down, dead.
Commenting on the campaign, Sarthak Seth, Head -Brand & Marketing Communications, Panasonic India, said, “Batteries have always been our strength and one of the faster selling brands under the Panasonic umbrella. The latest range of alkaline batteries holds great potential in changing the life of modern consumer. Since it’s all about energy, we couldn’t think of anyone better than P V Sindhu to communicate the brand promise. Our new campaign has got a futuristic touch to it and effectively communicates the essence of the product in an energetic, yet lucid way.”
Mayank Khattar, National Creative Director, Milestone Dentsu said, “In my opinion, creativity is about showcasing your ideas in a crisp, simple and effective way. The fast-paced action-packed commercial delivers just that.”
Nabendu Bhattacharya, CEO & MD, Milestone Dentsu, said, “This is the first TVC for Milestone Dentsu and we are glad it is for Panasonic. With a progressive brand like Panasonic, we are sure to have many opportunities to showcase our creative strength in times to come.”
|Campaign elements: TVC, Print, Outdoor, Digital, Cinema
Client: Panasonic India Pvt. Ltd.
Creative Agency: Milestone Dentsu Pvt. Ltd.
Country Head: Ujjwal Anand
National Creative Director: Mayank Khattar
Creative team: Devraj Roy
Planning team: Rahul Arora
Account Management Team: Srikant Ganesh, Saransh Verma
Director (of the film): Anthony Leonardi
Producer: Raman Chauhan
Production House: Snowball Studios
DOP: Vikas Shivaraman
Music: Sukhamrit Soin
Title of film: “Robot”
Duration: 45 seconds
Exposure: Television, Digital
LINKS TO THE CAMPAIGN