Designed and conceptualised by WATConsult, the quirky campaign spreads the message of #KapdoKiImmunity…
Mumbai: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, and Panasonic India, the consumer durables giant, have released their latest campaign, #KapdoKiImmunity (Immunity for clothes). The campaign takes a quirky and unconventional route with a set of videos that promote the highly essential sanitising feature of the Panasonic washing machines.
Conceptualised and executed by WATConsult, the campaign has been designed to highlight the simple fact that the Covid pandemic has not only affected our lives but has impacted our clothes as well. Some pieces of clothing have stayed locked in our cupboards for a very long time while some have been overused in the household chores; and if they could talk, their feelings would not be very different from our own. Through this campaign, these feelings are finely expressed by giving voices to the clothes and creating highly relatable videos to connect with the audience in a novel way.
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Shirish Agarwal, Head- Brand & Marketing Communication, Panasonic India said, “In the current times, as much we focus on keeping our hands clean by washing them and using sanitisers, keeping our clothes germs-free is also important as they are our first layer of protection. Keeping this as the core concept, we conceptualised the digital campaign #KapdoKiImmunity wherein clothes just like humans, are sharing their feelings about the current scenario.”
He further added, “Digital is a key medium in today’s time especially as it not only helps in connecting and engaging with consumers but also in aiding performance marketing. And leveraging the fact that content consumption is very high on digital right now, we have launched this campaign through digital films and have also collaborated with online mommy influencers to drive the messaging that Panasonic washing machines offer a complete value proposition to the user not only ensuring proper hygiene, but also water and energy savings.”
Speaking on the campaign, Heeru Dingra, CEO, WATConsult commented, “Adopting a light-hearted tonality, the campaign highlights the brand’s essential features. Showcasing clothes as the key protagonists in these digital films, the quirky videos depict some relatable nuances of our everyday lives, seamlessly highlighting Panasonic Washing Machines’ in-built heater and stainmaster+ technology.”
Additionally, the campaign addresses the fact that our clothes are our first layer of protection when we step outside. Hence, they deserve the best hygienic care with Panasonic’s advanced technology, which removes 99.99% germs. Lately, best hygiene and sanitation practices have become one of our greatest concerns. Therefore, this new feature stands out as a necessary supplement rather than an added luxury.
About Panasonic India:
Panasonic is a diversified technology company that provides solutions to create a better life for consumers in living spaces and a better world for enterprise and communities. It is a worldwide leader in the development of home appliances, industrial devices, automotive, lifestyle and connected solutions. Panasonic commenced its operations in India in the year 1972 and the regional headquarter is located at Gurgaon, Haryana. Panasonic Corp. celebrated its 100th anniversary in 2018, operates 528 subsidiaries and 72 associated companies worldwide and reported consolidated net sales of 7.49 trillion yen for the year ended March 31, 2020. Committed to pursuing new value through collaborative innovation, the company uses its technologies to create a better life and a better world for customers. Learn more about Panasonic India: https://www.panasonic.com/in/
About WATConsult:
WATConsult is the globally awarded hybrid digital agency from the house of Dentsu Aegis Network. It has 5 other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn, which offer varied digital services. It has received more than 200 awards and recognitions in the field of digital media marketing including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018. Recently, the agency won a Gold in ‘Thriving Culture’ category at Social Samosa AgencyCon Awards and attained ‘The Best workplace & People development’ title by Business Leader awards.
It has won 11 Agency of the Year awards including: ‘The Digital Agency of the year’ at Social Samosa’s AgencyCon awards 2020; The most influential digital agency of the year in 2019 by Brand Equity Agency Reckoner; ‘Display Agency of the Year at Digixx 2018; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards 2017; Marketing Agency of the Year at MCube 2017; Digital Agency of the Year at Delhi Ad club awards 2017; Digital Agency of the year at DOD awards 2016; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards; ‘Boutique Media Agency of the Year’ at Media Ace Awards 2015, Mumbai, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi and ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore.
About Dentsu Aegis Network India
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, dentsu X, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and Merkle Sokrati.
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