Electronic products major Panasonic, which caters to consumer, business and industrial needs, had called for a creative and media pitch about two months ago. While the creative duties have been divided between IBD and Leo Burnett, afaqs! has learnt from reliable sources that the media duties have fallen in MPG's basket.
The incumbent media agency is Percept's media arm, Allied Media. Dentsu and Percept/H were the incumbent creative agencies on the business.
IBD, the creative agency of Percept Holdings, was appointed the creative agency for Panasonic Viera (the LCD and plasma TV range) and Lumix (the digital camera range) in September 2008. Recently, Leo Burnett was awarded the corporate duties as well as the home appliances segment, which includes refrigerators and washing machines.
Kapoor, an upcoming actor, is gradually gaining popularity as a youth icon. With Pepsi in his basket, he has cracked one of the biggest brand endorsement deals rather quickly since his entry into Bollywood. Panasonic is probably looking at leveraging his popularity with the youth to its advantage, too.
However, it is learnt that the agreement with Kapoor has not been finalised yet.
Senior executives at MPG declined to comment on the development.
Panasonic plans to launch a communication in the first week of April.