Summary:
Panasonic Japan’s India Business Development Center team, focused on ‘Make in India’, rolled out a range of Solar LED lights, based on Japanese R&D capabilities. A true transformational move, post a market understanding on the need to replace Kerosene, which is not only expensive but is harmful to health.

Multi-lingual master Film further broken down into short films and a multilingual print guide to be distributed across regions and even to village distribution partners, Village Level Entrepreneurs (VLEs), self help groups and panchayats

Backstory:
The target audiences of the products include those people living in areas where electricity supply is zero or is available to them only for a few hours at night.

Problem:
The agency was brought on board to help the brand create a strong presence for the products and position it well in the market especially in this segment.

Solution:
A hinterland real family was identified who was actually burdened under the Kerosene mess.The crew moved and an in-depth shoot was organized with the team spending time with the family and candidly capturing various usage scenarios. Backed by aesthetically strong, well-scripted, strong voiceovers and real portrayal of India and an average family belonging to the target group led to a film, which was appreciated by Panasonic across the board.

Outcome:
The films are all set to be used extensively in the various Indian markets and also Africa & Middle East

Reflection:
The project was extremely satisfying as our approach was of that of a documentary, which was to also act as an advertisement.