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Anchor's new campaign asks Indians to think differently

The 'Soch badlo, hawa toh badaltihi rahegi' campaign, developed by Brandwiz, encourages people to make the right choice

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Anchor's new campaign asks Indians to think differently

Anchor's new campaign asks Indians to think differently

The 'Soch badlo, hawa toh badaltihi rahegi' campaign, developed by Brandwiz, encourages people to make the right choice

BestMediaInfo Bureau | Mumbai | September 20, 2016

Anchor Click on the Image to watch the TVC.

Anchor by Panasonic's latest campaign 'Soch badlo, hawa toh badaltihi rahegi', has been conceptualised by Brandwiz. The campaign, which includes three films, was shortlisted as a finalist for IndIAA awards in the consumer durables category.

With the objective of using Anchor fans producing wind as a visual metaphor for push, the TVCs aim to push Indians into thinking in a new way. In the first TVC, a teenager is asked by his father where he would like to celebrate his birthday. At that very moment his mother switches on the fan. Due to the Anchor fan's speed, the boy accidently stumbles upon a flyer with the details of an orphanage. He gives it a thought and says that he would like to celebrate his birthday at an orphanage.

In the second film, a daughter calls her father and asks him to pick her up. The father who was drinking reaches for the car keys. This is when the wife switches on the fan and the father chances upon a note from his daughter. He drops the car keys and announces he'll take a taxi instead.

The third video shows a group of young boys in a restaurant complaining about the current situation in the country. One of them litters on the floor. The litter, pushed by the Anchor fan, reaches a girl. She picks it up and throws it in the dustbin while the boy looks at her in awe and shame.

Ashok Gangar, Director of Sales and Marketing, Anchor Electricals Pvt. Ltd, said, “The tropical nature of India makes a fan an absolute necessary. Whether it is ceiling fans, table fans, pedestal fans, wall fans or exhaust fans each one of them is meant for a special purpose and is required at every household or institution. With an estimated market size of 2.5 million fans per month, growing at about 10% per annum, one has to be extra careful of the innovation, quality and a reliable after-sales service. Through this campaign, we wanted to highlight Anchor's superior ceiling fans backed by richer designs, able technology and energy-efficient solutions for the new-age homes. We also wanted to pass a strong social message about making a commitment and abiding by it.”

Commenting on the idea behind the campaign, Rajiv Patankar, Agency Head, Brandwiz, said, “The idea that Anchor wanted to promote with the help of these TVCs was simple, yet beautiful -- making the right choice. After being given the brief, we quickly assessed the scenarios and characters that would not only bring about the message of the advertisement but also the vision and belief of the company. Through these TVCs, we have tried to emphasise the responsibility and consequences of every small and big decisions that we make.”

“India is evolving and changing at a rapid pace. In our daily routines, we often come across decisions that have the ability to change and impact the lives of many people around us. At times we forget that we have a responsibility towards our family, our community and our country. With the help of these advertising campaigns we wanted to bring about the fact that our everyday decisions impact many lives. With the right push we can convert them into a positive impact,” said, Lalit Malhotra, DGM Advertising.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/09/Anchor.jpg

Credits:

Client: Panasonic

Brand: Anchor

Agency: Brandwiz

Director, Brandwiz: Rajiv Patankar

Art Director, Brandwiz: Swapnil More

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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