Electrical brand Anchor by Panasonic is using humor to gain attention from the ‘selfie-obsessed' social media generation in a bid to highlight the durability of its switches.
The campaign titled ‘The Naye India ke badte load ke liye’ (For New India's increasing load) features the protagonist trying 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 sturdy switches instead of him and start commenting about the same.
The campaign is created by Leo Burnett India.
Vivek Sharma, managing director, Panasonic Life Solutions said: "We aim to deliver products that surpass the consumer expectations and fulfill the growing demands of new India.
"With the new ad campaign, 'Naye India Ke Badhte Load Ke Liye', we wanted to highlight how we understand the sentiments and desires of today’s consumers and how we can be a part of their aspirations. We hope to extend our consumer base and tap newer markets with this campaign, thereby increasing market share in the wiring devices (switches) category.”