Panasonic prods youth to pursue travel dream, with resolute young woman's story

Watch the ad film conceptualised by Sociowash here

Dec 29, 2016 04:23:00 AM | Video | Campaign India Team

Panasonic Smart Phones has rolled out a film to promote its #LiveYourDreams digital contest, which is live at The film has been conceptualised by Sociowash.
The film opens in an office. A young employee has on her desk a picture of an upcoming bike trip to Ladakh, planned for 1 January 2017. As she sees that picture, she's distracted by a bike going past her window. Her thoughts are hijacked by a text message from her boss. He calls her to his cabin for something urgent. She is made aware about a presentation she needs to submit overnight. She starts work at 7:36 pm on 31st December. Her colleagues soon start leaving, but the lady continues working until midnight. As she emails the presentation, she receives a text message about her salary being credited. She steps out in gear and gets onto her bike, ready to embark on her journey. A message appears 'Don't let your dreams, just be dreams. #Liveyourdreams' and invites users to log on to the contest site.
The contest will award six people an all-expense paid trip (up to Rs 1 lakh) and a Panasonic smartphone to capture their experience.
Pankaj Rana, business head - mobility division, Panasonic India, said, “While we work hard in our lives, we miss out on small bits of happiness. The campaign #LiveYourDreams will help the youth to unleash themselves from mundane work life and live their travel dreams with a lifetime experience of their dream destination. This campaign is specifically targeted towards the millennials. and ends on 12th January. It has already started getting some good responses from the youth.”
Raghav Bagai, co-founder, Sociowash, said, “Working with Panasonic was the most exciting and learning experience for us. The brand has a lot to offer. We are confident that the campaign will rouse enthusiasm among the youth.”
Client: Panasonic Smart Phones
Marketing manager - digital (brand): Amlan Pati
Creative agency: Sociowash
Creative team: Rohit, Tejender, Raghav Bagai, Pranav Agarwal, Amit Dhawan, Riddhima Arora, Saurabh Patnaik, Ritu Prakash, Saurabh Jain
Account management: Amit Dhawan
Films chief: Raghav Bagai
Production house: Gibbous Films
Director (film): Tejinder
Producer: Rohit
Music credits: Saurabh Vaibhav, Siddharth Mahadevan
Editor: Rajneesh Singh
Post production studio: Swastika Films