Aiming to enhance its position in the Indian LCD television market, Japanese firm Panasonic has launched its latest 32 inch model at a price cheaper than competition. In order to push sales of the newly launched 32 inch LCD TV, Panasonic has taken up a brand awareness campaign “Sound for India” targeting tier II and tier III cities.
The campaign “Sound for India” will travel to 70 cities in India and create a bank of distinctive sounds of each of the regions it travels to. The “Sound for India” caravan and exhibition will invite local talents for on the spot recording of a sound with a synthesizer. The most interesting sounds, as judged by the jury at the end of the contest on 11th Sept 2010 will be rewarded.
IBD India, Percept out-of-home (POOH) and Percept Knorigin which are divisions of Percept Limited kick started the Panasonic “Sound for India” campaign in July 2010. IBD India has handled the creative duties in terms of print, online and retail design; Percept Out-Of-Home has done the OOH & on ground activation while Percept Knorigin has created the website.
India is a country of unique sounds and each part of country has a distinct musical heritage. Different sounds are a tied with average Indian’s life which gives strength. The sounds are so integral to Indians that a quieter place becomes queer. Percept is excited to build a strong and emotional connect between the brand and its consumer through its path-breaking innovative strategies.
Panasonic is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. Percept has a long standing relationship with Panasonic through their strong credentials and thoughtful strategies which has resulted in enhancing Panasonic’s brand value in the market.
Commenting on the campaign, Rahul Gupta, MD, IBD India said, “Panasonic wanted to reach out to dominant middle class in Tier II & Tier III cities with LCD TVs having superior sound output. IBD partnered with Panasonic to heighten the ‘Sound’ advantage. We positioned the TV as the perfect choice for the Indians who are passionate about sounds. The Sound for India campaign celebrates the sounds that represent India. A common platform of contests has seamlessly collaborated online, traditional & on road efforts to communicate the message across town classes. The Sound for India contest is a unique engagement activity and is running across 70 cities in India. With the kind of response we are receiving, I am sure the judges will have a tough time!”
For the OOH campaign as part of an eye-catching innovation, LCD Cut outs which protrude out of the Hoardings have been used on prominent Locations in Delhi to create an impact of an actual television. Panasonic has used more than 1,000 sites for outdoor advertisements.
Sanjay Pareek, President, Percept OOH, said, “The client brief was, to announce a new LCD developed for better viewing experience through superior speaker quality and design in the VIERA range of TVs with a Bang’. We gave their TG a ‘Big announcement’; we used about 20 different mediums and didn’t just stick to Billboards since the OTS were high. It is for the first time that Panasonic has used the outdoor medium to announce a launch with such a high budget.” We have used innovation at all the landmark sites by putting the cutout for enhancing the recall and placing the product on the pedestal thereby staying ahead from the other products in the category.”
The inspiration and motive for the campaign is based on the consumer insight which demands low energy consumption for Electronic products. Panasonic with this campaign intends to revolutionize the essence of LCD TV in Indian households.