Summary:
Panasonic Japan’s Business Development Center team in India introduced a range of Solar LED lights, focused on ‘Make in India’, based on Japanese quality assurance. With the aim to replace the use of Kerosene, which is not only expensive but is harmful to health.

Multi-lingual short films highlighting the value proposition of Panasonic’s LED lights was to be created for distribution across regions to village distribution partners, Village Level Entrepreneurs (VLEs), self help groups and panchayats.

Backstory:
The target audience of the products include people living in areas where electricity supply is very low. Hence, most families have little choice but to resort to the use of alternative – sometimes injurious – means such as Kerosene lamps.

Problem:
The agency was brought on board to position Panasonic’s product range as the answer to these woes of little or no electricity and resorting to the use of hazardous material. Meanwhile consolidating the brand’s position in the market-segment and establish recall value.

Solution:
With a rural area as the backdrop, a family was identified who were actually exposed to the perils of using Kerosene. The crew moved in and organised an in-depth shoot in co-ordination with the family to candidly capture various scenarios of the products in usage. Backed by aesthetically strong, well-scripted voiceovers and a true-to-life portrayal of the average Indian family – from the target group – the film showcased the advantages of utilising the solar-powered LED products, including health, financial and the versatility of its usage. This led to a film that was highly appreciated by Panasonic across the board.

Outcome:
The films are all set to be showcased extensively in various markets in and out of India, including Africa & Middle East

Reflection:
The project was extremely fulfilling and we maintained a two-fold objective, to approach it as a documentary but also double up as an advertisement.