afaqs!

IBD India wins creative duties for Panasonic Viera and Lumix

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | September 10, 2008
The account size is pegged to be Rs 25 crore and aims to tackle competition from other brands

IBD & #BANNER1 & # India, the creative arm of Percept, has recently won the creative duties for two brands from the Panasonic stable, called Viera and Lumix. IBD India approached Panasonic with a new concept for these two brands and eventually, it was finalised as the creative agency. The Viera range consists of LCD and Plasma televisions, while the Lumix range consists of digital cameras. The size of the business is estimated to be Rs 25 crore.

The media duties will be handled by Allied Media Network, which is Percept's in house media agency. Rahul Gupta, managing director, IBD India, tells afaqs!, " Panasonic as a brand is not too popular for its TV and camera ranges in India, although it is one of the leading brands for these products across the globe. We are trying to change this by coming up with a new campaign for Panasonic."

The new campaign will be based around the concept of 'Life is Fast'. The thought behind the campaign is the fact that nowadays, the content is fast paced. Thus, one has to use a TV with high quality display to capture the faster moving images. The campaign will use print, television and outdoor media as well as a host of below-the-line activities.

Gupta adds, "Since we have access to stores, we will do a lot of innovative displays and other forms of visual merchandising." The new campaign is expected to be released during the festive season of Diwali.

Panasonic will compete with Sony and other Korean brands.