Japanese-owned electronic brand Panasonic India has awarded the creative mandate of its corporate brand to Daiko Pickle, a subsidiary of Pickle Lintas (the second agency of Lowe Lintas). The agency won the business after a multi-agency pitch process held in Delhi in June, where at least four other big agencies participated.
The company's creative mandate was earlier looked after by Black Pencil.
Under the creative duties, the agency will help conceptualise and execute Panasonic's new brand campaign in line with the brand's global philosophy. While this will encompass all the product categories under Panasonic's portfolio, the focus will be on the umbrella brand, Panasonic.
Panasonic India was set up in 2006. The brand's portfolio comprises consumer electronics, home appliances such as LCD and plasma TVs, DVD players, home theatre systems, cameras, camcorders, car audio systems, air conditioners and others. Panasonic also offers communication products like smartphones, videoconferencing, professional audio video products and business solutions. The Indian operation has employed 12,500 people.
Daiko Pickle was set up a year ago to handle the Japanese businesses.