Panasonic's hot and cold initiative

By Devesh Gupta , afaqs!, New Delhi | In OOH News | January 14, 2013
The electronic products marketer has a new OOH campaign in North India to promote its super premium air conditioner.

Panasonic has initiated an out of home campaign to advertise its hot and cold air conditioners. The campaign has been executed in Tier I and Tier II cities of Uttar Pradesh and Rajasthan as well as in Delhi.

The outdoor creative for Panasonic air conditioners

The creatives display pop up LED cut outs of the product. Other backlit pop ups highlight the words 'Panasonic' and 'Hot & Cold AC'. The billboards also showcase Panasonic India's brand ambassador, actor Katrnia Kaif

The campaign is spread across large format billboards, gantries, wall wraps and mobile vans. Ithas beenexecuted by Percept Out-of-Home, the outdoor arm of Percept.

Rajneesh Bahl, business head, outdoor, Percept Out-Of-Home, says, "Panasonic wanted to do something unique, create excitement about its product on ground and generate curiosity."

Rajneesh Bahl

Bahl says, "The campaign basically aims to target the high income audience that belongs to SEC A+ and B+."

Panasonic began operations in India in 1972 and currently has over 12,000 workers. It has several sister companies such as Panasonic Appliances, Panasonic AVC India, Panasonic Energy India, Panasonic Carbon India and Anchor Electricals.

Percept Out-of-Home was founded in 2003. It has three sub-verticals - Percept Outdoor, Percept Retail and Percept Rural.

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