afaqs!

Scarecrow Communications wins Anchor Panasonic pitch

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | December 02, 2011
The brand is all set to get active on the communication circuit.

Close on the heels of being added to the DLF roster, the Mumbai-headquartered Scarecrow Communications has once again secured a win and bagged the Anchor Electricals account, better known as Anchor Panasonic.

Recall that in October 2011, afaqs! reported that the electrical accessories brand Anchor Electricals was on the lookout for a creative agency.

The pitch was carried out in Mumbai, and saw the participation of five-to-six agencies. The pitch was for the brand's entire product portfolio, including its complete range of electrical switches and accessories.

While agency officials remained unavailable for comment on the win, senior-level industry sources confirmed the news to afaqs!

Anchor Electricals is currently a consolidated subsidiary of the electronic products major Panasonic. In 2007, Panasonic's parent group, Japan's Matsushita Electric Works (MEW), had bought 80 per cent stake in the Mumbai-based Anchor Electricals for about US$420 million, while Anchor's board members continued to hold the remaining 20 per cent. In September 2009, the company bought the remaining 20 per cent stake, thus making Anchor a 100 per cent subsidiary of Panasonic.

A few months after this development, in June 2010, the company went for a full-fledged corporate image revamp that comprised an aggressive and very visible OOH (out of home) campaign. The objective was to portray the birth of a new identity for Anchor, and to communicate the emergence of the brand's new logo.

Anchor Electricals' current product range includes wires and cables, fans, switch gears, lighting and luminaries, fans, and home automation.

Agencies that have worked on the creative mandate for this account in the past include Art Advertising and Contract Advertising.

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