Dentsu Mumbai bags creative duties of Panasonic Fans

The agency won the business based on its current creative partnership with Panasonic, and further strengthens its partnership with Panasonic (Anchor)

BestMediaInfo Bureau | Delhi | May 12, 2014

Dentsu Communications has bagged the creative duties of Panasonic Fans. It was awarded the business based on its current creative partnership with Panasonic.

Rohit Ohri

“We're delighted with this new assignment. This further strengthens the relationship between Dentsu Communications and Panasonic and is a testimony to the great work done by Dentsu for Panasonic in India and the region,” said Rohit Ohri, Executive Chairman, Dentsu India Group and CEO, Dentsu APAC (South).

Simi Sabhaney, CEO, Dentsu Communications, said, “Winning the creative mandate for Anchor Electricals is indeed a matter of pride for DCPL Mumbai. Exhaust fans are a low-involvement category and the choice of the brand is mostly left to the contractors and interior designers. Our attempt was to get the consumers re-evaluate this category. We thus introduced the concept of 'ventilation fans 'in lieu of 'exhaust fans'. This struck a chord with Anchor-Panasonic since they were looking for an approach that was distinctive enough.”

Takaki Oguri

Takaki Oguri, Joint Managing Director - Sales and Marketing, Anchor Electricals, commented, “Panasonic's global expertise in the ventilation field will aid Anchor to unveil a host of innovative products, redefining the paradigms of indoor air quality focussed ventilation solutions. At present we intend to launch some of Panasonic's trendsetter products; later on we will actively focus on expanding the entire range. This will be a robust value addition to Anchor's existing ceiling fans portfolio.”

Sharmila Malekar, Senior VP, Dentsu Communications, said, “The task set for us is to create a niche for the Panasonic brand in the premium fans market. Being a new entrant in an established product category driven by strong local players, our challenge was to rise beyond the current brand themes and test the current evaluation parameters set for fans. Our cumulative experience in handling the Panasonic white goods range gave us an edge over our competitors in understanding the finer nuances of the brand. The Dentsu team offered a strategic idea with a unique perspective, differentiating itself from the traditional fan category thinking.”

Ashok Gangar, Vice-President, Sales and Marketing, Anchor Electricals, said, “We used Dentsu's expertise while commissioning the first 'Panasonic LED Lighting Experience Centre' in Mumbai last year. We are hoping to establish a niche trade channel for marketing these high-end indoor air quality focussed ventilation products with this affiliation.”

“We are happy to award the creative duties to Dentsu Communications as our promotion partners for Panasonic Ventilation Fans and hope to establish ourselves as a premium brand in the said category soon,” commented Toshiki Itagaki, Director, Fan Business, Anchor Electricals, on awarding the creative duties to Dentsu Communications.

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