NEW DELHI: At a time when most consumer durables prefer to lie low with the onset of monsoons, Panasonic India has taken launched an extensive, three-stage OOH campaign to promote its Viera range of LCD TVs with Bollywood heartthrob Ranbir Kapoor as the brand ambassador. The campaign will not only help the brand leverage the market opportunities in a relatively less crowded monsoon season, but also promote the brand across the country as a lead up to the festive months in the autumn season.

Panasonic India has partnered Percept OOH to plan and execute the three-three campaign. The OOH firm has come up with a burst campaign with the tagline "Sound For India". The creatives for this have been conceived by IBD, a division of Percept Ltd.

To promote the 'Sound for India' campaign, a mobile van is traveling from city to city to do the branding. Besides, a website (www.soundforindia.com) has been created where people can upload different sounds and where they listen to the music has been created by various participants.

The focus of the outdoor campaign has been to create brand recall, especially in tier 2 and 3 markets where Panasonic is focusing to increase its sales demand. The 'Sound for India' campaign is largely guided by the brand USP - special sound effect.

Two more phases of the campaign are in the pipeline, to create sustained interest in the brand. The second phase is likely to start by end-July, while the next one will aim at creating long-term sustainable brand recall.

Manish Sharma, director - marketing, Panasonic India, explained that the campaign is focused on the particular USP of the VIERA range of TVs, namely, superior sound quality. He said, "We have developed a better viewing experience through superior speaker quality and design in the Viera range of TVs".

Percept OOH has used a broad media mix for the campaign that includes billboards, unipoles, gantries, mall facades, drop downs, mall interiors, police booth, designer BQS, cantilevers, flyover panels, mobile vans and DMRC media properties.

Sharing his thoughts on the ongoing campaign, Sanjay Pareek, president, Percept OOH, said, "We have used every possible OOH media to make the required noise for the brand and create maximum OTS. The most satisfying thing is the client's belief in the outdoor media deliveries. Panasonic India has invested in a long-term relationship with us and has put in serious amount of money in the outdoor media campaign."

A major attraction is the use of life-size cut-outs of LCD TVs at prominent locations in New Delhi. The cut-outs protrude out of the hoardings to create the impression of an actual television on the sites.

The duration for the first phase of burst campaign is 45 days while the second and third phases will focus on deploying the campaign at the key locations for long term visibility. Over 70 cities will be covered through the campaign.

 

 

 

 

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