Arati Rao
Oct 08, 2012

New Roma switches campaign aims to highlight its leadership status

Watch the ad films created by Scarecrow Communications

wide player in 16:9 format. Used on article page for Campaign.

According to Anchor Panasonic, Roma switches is the most selling modular switch in the country. That's exactly the communication task that was given to Scarecrow, says Manoj Dalal, general manager - marketing, Anchor Panasonic. He also disclosed that the brand was returning to advertising on television after a year.

The resultant three-film TV campaign features Indian tourists in foreign locales, being unimpressed by the facts shared by the tour guides - for instance, that 4,50,00,000 mosaic stones went into the making of a pagoda. The tourist in this case rebuts with the statement that Roma sells more switches than this number every year.

 

 

 

 

Raghu Bhat, founder director, Scarecrow Communications, said, "Roma is the largest selling modular switch by a distance and yet, very few people know this. Hence, this campaign. We used foreigners as the guides and made them speak Hindi, in their own distinctive manner, without tutoring them - all of which adds to the enjoyment."

Manish Bhatt, founder director, Scarecrow Communications, added, "There is a huge thrill in watching hi-funda foreigners getting bested by Indians. This is the layer that makes the ads even more fun."

Arunava Sengupta, founder director, Scarecrow Communications, said, "Not many people know that Roma is from the Anchor Panasonic stable. This ad also seeks to address that."

Credits:

Client: Anchor Panasonic
Creative agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar
Account management: Arunava Sengupta, Mansi Choudhary
Production house: Equinox
Director: Naren Multani
Producer: Manoj Shroff, Sia Bhuyan
DOP: Andre Menezes
Music: Rohan Vinayak

Source:
Campaign India

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