IBD, a Percept Hakuhodo Company, has developed a distinct 360 degree campaign for Shinobi Pro LED TV range of televisions from Panasonic, comprising ATL, BTL, Ins-hop and Online. The Television commercial features Ranbir Kapoor, who reveals himself as the Shinobi (Japanese ninja) at the end of the TVC with each frame introducing new Panasonic technologies.
Panasonic is one of the largest product manufacturers in the world, and also owns one of the world’s largest patent portfolios. Panasonic has designated India as the regional hub to drive growth and build deeper inroads into the fast emerging Asiatic, Middle Eastern and Western economies. Starting from India, the company wants to create know-how to address consumers who are based out of India and then take the knowledge to emerging markets.
The brief was to position the Shinobi Pro LED TV as a product of cutting edge Japanese technology. The agency simplified the entire premise by branding the range around a Japanese warrior “Shinobi”, thereby taking a leap on the mental and physical aspects of the personality of the warrior and also using evocative visual imagery connected with the name. Finally appropriating the same to the brand.
The result is a distinctly unique and visually strong communication package for the defined TG in the age group of 25-40 yrs in the urban and semi urban geographies.
The newly unveiled Panasonic India television commercial campaign for its ‘Shinobi Pro’ LED TV range introduces brand ambassador Ranbir Kapoor in a unique and memorable manner. The new TVC highlights the Shinobi Pro LED TV Range’s sharp features, stealth and accurate techniques. The range is inspired by the art of precision in combat exemplified by the Japanese ninja (Shinobi), and has been designed to offer customers the ultimate viewing experience. The 360-degree campaign has been conceptualised and conceived by IBD.
Commenting on the campaign strategy, Mr. Sarthak Seth, Head – Brand and Marketing Communications, Panasonic India, said, “At Panasonic, we constantly understand customers’ evolving lifestyles and create smart products that help in complementing and improving their lives. We have always ensured on pursuing a better life for each individual customer by providing advanced technology and premium features in our products. Our new campaign brings alive this essence and positioning by communicating that Shinobi Pro is a product of superior and contemporary Japanese technology. After receiving a phenomenal response for our Shinobi Pro LED series, we aim to generate more sales with our new campaign featuring Ranbir Kapoor during the festive season.”
The campaign has been launched across a variety of media mix to capitalize on the upcoming festive season and will sustain its intensity over the next 45 days.
Talking about the creative thought process involved in the construction of the campaign, Mr. Rahul Gupta, Managing Director & Chief Creative Officer, IBD says, “Each and every element of the creative frame has been researched and well thought through. From the typos to the colour, from the Shinobi mascot to the sword, from the visual domination to the minimalistic copy, the unique template and grid; the overall look and feel was extended to every piece of communication including the television commercial to give the brand an exclusivity of its own. The appeal is perfectly designed to connect to the young TG.”
Focusing more on HD platforms, the TV campaign will air on spots of popular reality shows such as Bigg Boss 10, Jhalak Dhikhhla Jaa 8, Dance+, The Kapil Sharma Show and Super Dancer among others. The commercial further reinforces the brand promise of delivering solutions to complement the lifestyles of the internet generation of today, which is fast paced and need technology on their fingertips.
Srikant Rath, COO, IBD, added, “The TVC is a direct take off on the basic premise of the brand Shinobi Pro. The story makes a strong attempt to build an affinity between the brand and its imagery of a Shinobi warrior. Shinobi is a warrior in Japanese martial tradition. This TV range is technologically advanced as cutting edge. The TVC attempts to communicate that superior technology is used to craft the TV range, specifically the bright panel and colour display.”
IBD is the agency on record to handle Panasonic’s mother brand “Panasonic”, “Consumer Electronics Division” and “System Solutions Division (SSD)” comprising approx. eight B2B product categories that include Cameras & Broadcast Cameras, Projectors, Security products, HDVC products, Toughbook & Toughpad, PBX systems etc.
