'Naye India ke badte load ke liye’ (or New India's growing load) by Leo Burnett

Anchor Panasonic takes the ‘Naye India ke badhte load ke liye’ proposition further in their 3rd campaign for their wiring devices (switches) with a film which an interesting and quirky take on todays ‘selfie’-obsessed social media generation. The campaign has been conceptualised and created by Leo Burnett India.

‘The Naye India ke badte load ke liye’ proposition is based on the insight that the aspirational new age India is burdened by the load of achieving more from everything in life including their electronics. Taking this proposition further, Anchor by Panasonic is set to release its third film for its wiring devices (switches). The film’s protagonist aspires to break the internet and become ‘viral’ on social media while using and even abusing the switches to fulfill his mission. However, what people notice are the beautiful & sturdy switches instead of him and the switches become the talk of the town!