OMS to handle media duties for Panasonic Toughbook

By , agencyfaqs! | In Media Planning & Buying | February 22, 2006
Panasonic Toughbook is a range of 'tough' laptops, and the range was recently unveiled in India. The size of the business is estimated to be around Rs 5-6 crore

Optimum Media

Solutions (OMS) has won the media duties for Panasonic Toughbook. Toughbook is the new range of tough laptops introduced in India by Panasonic. To begin with, the company has launched the product in two cities - Mumbai and Delhi. The business will be handled by OMS' Ahmedabad branch.

Meanwhile, the creative duties will be handled by a Bangalore-based creative boutique, Lodaya Design. The size of the business is estimated to be around Rs 5-6 crore.

A source close to Panasonic Systems, Asia Pacific, informed agencyfaqs! that OMS was chosen due to its extensive research on this category. "In addition, OMS also offered a palatable media plan that had a detailed analysis and was also feasible," the source added.

Chandradeep Mitra, president, OMS, remarks, "Panasonic Toughbook is a high-end laptop, which is an exciting segment. The focus here is more on other differentiators than just the 'megahertz' factor. Panasonic has a clear gameplan and vision to penetrate the Indian market."

The media strategy right now is to focus on print, especially all leading dailies and magazines. However, in the near future the company also plans to launch television commercials and outdoor campaigns.

'Toughbooks' are being positioned as the world's toughest laptops, yet managing not to be heavy or oversized. They were originally built specially for the US army, and are capable of withstanding extreme conditions; they can survive strong vibrations and rain, and can even withstand fire and bullets.

The brand has two kinds of product. The fully rugged version is targeted at the defence industry, and sectors such as oil and gas exploration, where usage is in extreme conditions. This range of products starts from Rs 2.3 lakh. The second range, which comprises a semi-rugged Toughbook, is targeted at high net worth individuals, and its price starts at Rs1.5 lakh.

Apart from the integrated wireless communications module, the product comes with a specially designed LCD screen for outdoor viewing and integrated GPS (Global Positioning System). The casing of these laptops is claimed to be 20 times stronger than ABS plastic, and it's up to six times stronger that Titanium.

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