Mumbai: Shirish Agarwal has joined Samsung India as director-marketing. This is Agarwal’s second stint at Samsung. He was earlier deputy general manager marketing at Samsung India from 2009 to 2019.
Agarwal stepped down as head – marketing communications & brand of Panasonic Life Solutions India at the end of August after a stint of four years. Prior to Panasonic, he was with Hewlett-Packard India and Times Internet.
With Cricket bringing some cheer to us in these gloomy times, TV9 Bharatvarsh has added a desi tadka of cuisine in a specially designed initiative, Royals Da Swaad.
Commenting on the initiative, Raktim Das, COO, TV9 Studio (Digital and Broadcasting), said: “Confined to their safety bubbles, players are missing the taste of home-cooked food. And that’s why TV9 Bharatvarsh, part of India’s No.1 News Network, has roped in famous chef Harpal Singh Sokhi to cook up a fare for our cricketers. The chef speaks to the players, whips up the flavours they are missing and finally we share this recipe with their fans. We are happy to have leading brands as our partners for this initiative.”
Panasonic India, Dabur, LG Hing and Crax Fritts have partnered the network for Royals Da Swaad which will be aired on TV9 Bharatvarsh at 7:30 pm along with cricket stories.
Cricket in India is incomplete without celebratory feasts! And we are pleased to collaborate with TV9 for their show Royals Da Swaad by Chef Harpal Singh Sokhi to make their celebrations even more delightful through Panasonic’s AI enabled refrigerators. Our new refrigerator range #IntelligentHAI, as it understands and adapts itself to the needs of each family member distinctively bringing efficiency and comfort to the day-to-day lives of consumers. – Shirish Agarwal, Head – Brand & Marketing Communications, Panasonic India
Ghar Jaisa Swaad, Dabur Hommade ke Saath". Dabur Hommade, a brand trusted by millions of households for quick, convenient, great tasting home like food is proud to be associated with TV9 Networks special series Royals Da Swaad said Apoorva Singh Bais, Category Head – Foods at Dabur India Limited. The delectable range of Tomato Puree, Ginger Garlic pastes and newly launched Tangy, Spicy, Chatpati Dabur Hommade Chutneys range will tickle the taste buds as we partner this exciting show with TV9 Networks and renowned Chef Harpal Singh. So grab your pack of "Dabur Hommade Rajasthani Garlic Chutney" with your favourite snack as we embark upon this exciting journey !
Our special partner Laljee Godhoo and Co. adds a taste of its LG Hing, a loyal and trusted brand since 1894, to Royals Da Swaad. “Hing’ remains an integral part of any Indian Cuisine, Culture and heritage. I wish the entire team of TV9 Network for this show with Chef Harpal Singh Sokhi,” said Riddhi Merchant, Partner, Laljee Godhoo and Co.
And when one is watching cricket, snacking is a must. “Crax Fritts is targeted towards youth and hence the association with the special series would be aired during ongoing T20 cricket league. Audience will also get to see few recipes being curated using Crax Fritts by chef Harpal Singh Sokhi,” said Rajat Nanda, Chief Marketing Officer at DFM Foods.
“We are excited to collaborate with TV9 Bharatvarsh for this innovative content partnership of Crax Fritts with Chef influencers like Harpal Singh, who have built up a high level of trust with consumers within the gourmet cuisine space,” said V Narayanan, COO, Alliance Advertising
MUMBAI: Panasonic India’s latest digital campaign for its newly launched IoT (Internet of Things) and AI (Artificial Intelligence)-enabled platform, 'Miraie for Connected Living’, has garnered more than 100 million views on YouTube. The campaign was planned and executed digitally by WATConsult, the hybrid digital agency from the house of Dentsu Aegis Network (DAN) India.
Miraie is derived from the Japanese words – ‘Mirai’ meaning ‘future’ and ‘ie’ meaning ‘home’. The platform aims to empower everyday lives of consumers with comfort, convenience and seamless connectivity across all Panasonic devices. Therefore, in support of what Miraie signifies, Panasonic India created a variety of content pieces to highlight the first range of connected products that are available in the Indian market under the brand, Miraie. These products include connected Air Conditioners, Smart Door Bell, Plugs and Switches. The short digital films brought alive relatable consumer insights and focused on how Panasonic’s new platform can help consumers meet the future and enable enhanced flexibility.
The campaign was advocated majorly on YouTube using the reach planner tool. In an attempt to drive all brand matrices, the reach sufficiency curves were considered to arrive at an optimal reach and frequency for the campaign. Subsequently, a full funnel marketing approach was adopted to remarket using various content consumption moments. To bring forth the key proposition of the IoT solution, the campaign was also supported with heavy-duty surround using social media. Additionally, various influencers were selected to promote it across effective genres, thereby, making it visible at every step of the consumer journey and hence, nudging the consumers to consider the brand.
Despite the scale of this campaign, the View Through Rate (VTR) was maintained at 30.5 per cent and the brand lift study showed a significant 57.9 per cent increase in recall, which was way above the industry benchmark of 25-30 per cent.
Speaking on the campaign’s success, WATConsult CEO Heeru Dingra CEO said, “The brand’s IoT and AI-enabled solution to its consumers is a perfect step towards enhancing the consumer experience. Thus, the campaign (launched by the brand) was indeed an impactful one. Making it reach the right set of audience, was our plan of action. With the key focus to amplify the impact showcased in the campaign video, we strategically imposed methods, like calculative selection of platforms and influencers, timing the promotions, and charting the consumer’s behaviour. This tactfully made the campaign video leave its mark among the right set of audience, enhancing the brand’s recently launched Miraie air conditioners amongst more than 100 million consumers.”
Elaborating on the campaign, Panasonic India head- brand and marketing Shirish Agarwal said, “At Panasonic, we are committed to our vision of creating ‘A Better Life, A Better World’. We are constantly working on new and advanced innovations that enhance the overall experience of our consumers. With the launch of our Miraie platform, we have forayed into the connected living solutions space to ensure comfort, convenience, and seamless connectivity. We understand there is a growing need for brands to create awareness among the consumers on the use of newer technologies like AI and IoT. Given the nature of the announcement, we introduced holistic marketing and promotions campaigns targeting both digital and traditional media to elevate the understanding around connected living amongst the aspirational Indian consumers. Beside digital films, influencer outreach across social platforms, we organized national dealer meets to reach out to our consumers directly.”
He further added, “Specific to the Connected ACs, we have launched a digital campaign #MeetTheFuture that comprises a series of videos that are based on simple yet important consumer insights, to bring alive the sense of ease and fun that is possible in life through connected technology. Not only this, but we also engaged with key influencers such as – Rajiv Makhni and Harsha Bhogle to promote our new AC range.”
Link to the campaign: https://youtu.be/-Xpiv8wlYjc
MUMBAI: Wunderman Thompson South Asia has been appointed to handle the creative mandate for Panasonic India, a diversified technology company. Emerging as the winner following a multi-agency pitch, the agency will be responsible for driving the creative strategy and execution for Panasonic’s air conditioner category across both offline and digital media. The Panasonic win comes on the back of a spree of new business wins for Wunderman Thompson South Asia that include bagging the creative duties of close to 10 new businesses at the start of 2020.
Panasonic India brand and marketing communications head Shirish Agarwal said, “Guided by our vision of creating ‘A Better Life, A Better World’, we are consistently innovating to enhance the experience of our consumers. Taking another step towards our vision, we are excited to partner with Wunderman Thompson who comes with an in-depth understanding of the brand’s strategic requirements around the Air Conditioner category and a creative approach to deliver the same. We look forward to a fruitful relationship.”
Wunderman Thompson SVP & managing partner Joy Chauhan said, “Panasonic is a household name in the consumer durables category which is synonymous with technology and innovative solutions. We are delighted to be their partner of choice. We look forward to creating path-breaking work that connects meaningfully with the audience and creates more growth opportunities for the brand this summer.”
MUMBAI: Panasonic India Pvt. Ltd, the consumer durables giant, in the New Year encourages the conscious millennials to #JunkTheJunk by getting rid of the unhealthy included in their diet and in the refrigerator.
Bringing alive the proposition of 'experience fresh' with Panasonic’s line of refrigerators, the brand went live with a digital film, leveraging its social media handles to urge consumers for making a healthy start in the New Year by replacing all the unhealthy food items with greens and healthy food in their refrigerators.
Panasonic India head – brand & marketing communications Shirish Agarwal said, “Switching to healthier lifestyle habits tops the list of the New Year resolutions every year. Be it exercising regularly or eating, health has become a priority. Through this campaign Panasonic wants to ask consumers to look into a part of their homes like refrigerators, which mostly reflects their health. The consumers should replace all unwanted things with healthy options to inculcate better eating habits.”
MUMBAI: Reinforcing its commitment to provide unrivalled lifestyle solutions for its customers, Panasonic India, a leader in innovation and technology, launched an all new digital campaign ‘Jab chahe hot, Jab chahe cold’, for its new range of premium washing machines. The campaign features real life couple, Neha Dhupia and Angad Bedi, in a playful banter while highlighting the flexible 2 way Washing Technology of the new range that comes with a built-in water heater for an effortless washing in the modern day lifestyle.
The four-part series, the first of which was launched by Neha Dhupia through her social media handles today, showcases a light-hearted take on the constant struggle of making the right choice, especially when it comes to household needs. The film features the couple engage in a constant ‘hot and cold’ argument for simple life decisions which are tough to settle apart from one, which is the flexible 2 way washing technology in Panasonic’s washing machines which goes ‘Jab chahe hot, Jab chahe cold’. The film highlights the struggles of parleying between hot and cold water when it comes to washing clothes, and highlights how this consumer-friendly feature of 2 way washing technology of Panasonic washing machines fit perfectly in a contemporary household.
With its 2 way hot and cold feature coupled with Water Re-use and White course, Panasonic’s brand new top load washing machine range ensures convenient washing with minimal water consumption.
Commenting on the digital ad film, Panasonic India head – brand & marketing communications Shirish Agarwal said, “Panasonic as a brand, is committed towards making the lives of its consumers more aspirational, convenient and comfortable by aiding them in making the right choice when it comes to their lifestyle needs. Our products are simply an extension of this thought process and our ‘Jab chahe hot, jab chahe cold’ digital film is a reflection of the same. Through this campaign, we aim to encourage our consumers to aspire for more and desire for the best when it comes to their lifestyle and household needs.”
The digital films will be available across digital platforms on YouTube, Facebook and Instagram.
MUMBAI: Panasonic India, a leading diversified technology company, today announced the appointment of Shirish Agarwal as the Head of Brand and Marketing Communications. Spearheading the vertical, he will be responsible for devising marketing strategy for products/services and driving sustainable growth for the company.
Shirish is a Marketing Communications professional with 15 years’ experience and has worked with several leading brands such as Samsung India, Hewlett-Packard India and Times Internet among others. He holds expertise in brand, media and communication strategy, digital advertisement optimization, consumer insights, B2B and channel marketing with a strong focus on business & ROI.
Manish Sharma, President and CEO, India and South Asia, Panasonic India, said, “Panasonic India continues to be a valued employer for providing opportunities and leadership experiences that attract the best talent in the industry. We are delighted to welcome Shirish Agarwal at an opportune time when we are moving towards being a technology company that offers complete solutions for consumers and businesses alike. Panasonic has been on a powerful transformation journey towards sustainable, responsible and profitable growth and I look forward to Shirish taking this story to consumers, partners and stakeholders at large.”
Shirish Agarwal, on his appointment as Head of Brand and Marketing Communications, Panasonic India said, “I am excited to join Panasonic, home to some of the most innovative solutions that have captured the consumer’s imagination. The company’s performance has truly been an inspiration that has seen some pioneering work creating a better life for consumers and a better world for businesses.