Cameron Day
Aug 16, 2018

Anchor Electricals appoints Leo Burnett, Initiative

The accounts were won post multi-agency pitches

Anchor Electricals appoints Leo Burnett, Initiative
Anchor Electricals has appointed Leo Burnett and Initiative to handle its creative and media business respectively.
Anchor Electricals is a wholly-owned subsidiary of the Panasonic Corporation.
Vivek Sharma, MD, Anchor Electricals, said, "Anchor by Panasonic is a leading electricals brand in the Indian market with sales of over INR 3500 crore in the current financial year, through a diverse portfolio spanning seven product verticals. We were looking for a partner whose innovative ideas and approach are in sync with our brand's vision. We have partnered with Leo Burnett India as our new creative agency based on their strategic planning and innovative creative thinking. We believe and have complete faith in the team's passion, commitment and their ability to do justice to our mandate. We look forward to a stronger collaboration and are confident that the partnership with Leo Burnett will help us further strengthen our ability to reach out to our existing and potential consumers with influential and relevant communication."
He added, "As a company, we are strategically aligning ourselves to substantially improve consumer connect. AEPL would aggressively use mass media in building saliency and creating awareness for its businesses in the months to come. We, at AEPL, are happy to partner with Initiative in this exciting phase of growth. We are confident of Initiative's domain knowledge and media buying clout. Their considerable experience in the South Asian markets will help us deliver enhanced brand communication and drive media efficiencies for AEPL."
Dheeraj Sinha, MD – India and CSO - South Asia, Leo Burnett, said, “It's a great opportunity to re-energise a brand that has tremendous local equity in the name ‘Anchor’, and now has the advantage of global expertise in the name of ‘Panasonic’. Our opportunity is to build a brand and a business in this category like it has never been done before."
Rakesh Hinduja, executive director and branch head – Mumbai, Leo Burnett India, added, “We are looking forward to partnering a legacy brand like Anchor by Panasonic. The brand has an unparalleled equity and its ambition to double its turnover excites us. I believe there is a lot of untapped potential that lies ahead, especially in the category as a whole. With Leo Burnett’s innovation-oriented and culture context approach, our focus will be to make Anchor by Panasonic the premier choice for electrical solutions in the country.”
Vaishali Verma, CEO, Initiative, said, “This is one more prestigious addition to our esteemed portfolio of clients. We look forward to working with Anchor and create cutting-edge, strategic media solutions. Working with an ambitious company like Anchor is a great challenge and we look forward to creating impactful business solutions through our proprietary global tools.”
Campaign India

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