Campaign India Team
Mar 25, 2013

MMGB: Anchor Panasonic unveils new vision ‘Tamaso Ma Jyotirgamaya’ during Earth Hour 2013

The shloka has been chosen as the vision, and the thought behind it has been conceptualised by Scarecrow Communications

MMGB: Anchor Panasonic unveils new vision ‘Tamaso Ma Jyotirgamaya’ during Earth Hour 2013

Anchor Panasonic, one of the largest manufacturer of electronic products,  has completed 50 years of operation in 2013 in India, and has unveiled ‘Tamaso Ma Jyotirgamaya’ as its vision for the future, which the company plans to use for both its internal and external communications. The new brand message has been ideated by creative agency Scarecrow Communications.

Extracted from ancient Indian scripture Brihadaranyaka Upanishads, ‘Tamaso Ma Jyotirgamaya’ translates to ‘Leading from Darkness to Light’. Anchor Panasonic informed that since it has committed itself to rural electrification and wants to explore green energy avenues like solar and wind energy, the new brand message captures the company’s future vision accurately.

In addition to this, Anchor Panasonic had joined hands with nature conservation organization, World Wide Fund for Nature (WWF) India and Earth Hour (India) as the Cause Partner, and an event was organised in Delhi on 23 March was titled ‘EARTH HOUR TAMASO MA JYOTIRGAMAYA Event - Leading from darkness to light’.

Musician Rekha Bhardwaj performed a special rendition of the shloka, while other renowned singers including Pandit Pranab Biswas and Bonnie Chakravarthy along with music composer Rooshin Dalal performed the ‘Tamaso Ma Jyotirgamaya’ anthem created by the brand.

Speaking on the occasion, Dinesh Aggarwal, joint managing director, Anchor Electricals, said, “We are elated to be part of such a global movement for climate change. As Anchor celebrates its 50 years of inception, it commits itself, along with its parent Panasonic, to make products that enable energy generation, management and conservation. ‘Tamaso ma Jyotirgamay’ is also our motto as we endeavour to light up millions of homes with high quality but affordable products. Support of Earth Hour 2013 is a way of showing our commitment towards building a greener planet.”

Watch the video here:

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