Pooja Ahuja Nagpal
Feb 19, 2013

Anchor's new campaign highlights the brand's other offerings

Watch the TVC created by Scarecrow Communications

Anchor by Panasonic has released a brand campaign featuring actor Boman Irani. The TVC created by Scarecrow Communications went on-air on 14 February.

The TVC features a young architect outlining his grand plans for a house for his client enacted by Boman Irani. He says that the bungalow would be the first egg shaped one in the world with chandeliers imported from Paris and the flooring will  be Italian marble. However, much to his surprise, Irani sleeps through the entire presentation. The architect, unsure about what to do, looks at his client's secretary for guidance, who prompts him to continue, saying “Sab sun rahe hai. Yeh unka style hai. Please carry on.” He continues  and as soon as he mentions switches, Irani wakes up from his slumber and says that all the switches, fans, wires, lines, circuit breakers  would be of the Anchor brand. Having said this he falls asleep again.

The architect agrees with him. The TVC then showcases the products from Anchor by Panasonic and the voice over informs that the brand has been a symbol of trust since the last fifty years.  In the next shot when the architect mentions that the door would be made of carved teak wood, Irani interrupts him and says that the doorbell beside it would be and before he can complete his sentence, the architect says,  "Anchor." Irani is visibly impressed and instructs his secretary to give him a chocolate.

On the objective of the campaign, Dinesh Aggarwal, joint managing director, Anchor Electricals, said, “There were two key objectives for this campaign. One is, to reinforce that Anchor is not just about switches but has a whole range of products like fans, wires, circuit breakers and so on. We wanted to reiterate this point because through our surveys and research we found that people normally view Anchor as a switch company. Secondly, what we have attempted to do is to portray the brand as  not only a trustable one but a contemporary one as well.”

On using Boman Irani in the campaign, he said, “The reason why we chose Boman Irani for the campaign is that we wanted to highlight the core value of the brand and that is trust and Boman has created that image of someone who knows what he stands for and what he wants through the character he portrays.”

Raghu Bhat, Founder Director, Scarecrow Communications, said, "Anchor is synonymous with switches. One of the key objectives was to communicate the entire portfolio range. Another objective was to emphasize the premium imagery of the brand and also connect to a more youthful audience. Anchor has a great legacy of trust that has come through in every research. But we want Anchor to be equally relevant to tomorrow's consumers, namely the youth. Bringing in state-of-the-art Panasonic products is the first step towards building a bridge with the youth. The second step is to create communication that appeals to the younger audience, of which the Boman ad is a perfect illustration."

Arunava Sengupta, founder director, Scarecrow Communications, said, "Boman has always been known for his timing. Plus, he represents a certain premiumness. He represents the represent balance of youthfulness and stature. That's why he works perfectly Anchor, which is at the cusp of an exciting change."


Client: Anchor Panasonic

Client Team: Dinesh Aggarwal, Manoj Dalal
Creative agency: Scarecrow Communications
Creative team: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal, Ankit Dembla
Account management team: Arunava Sengupta, Mansi Choudhary

Production house: Equinox
Director: Naren Multani
Producers: Manoj Shroff, Sia Bhuyan
Music: Bobo

Campaign India