From 2% market share to a serious challenger in India's flat TV market.
When Panasonic Viera entered the Indian flat-panel TV race, the category was dominated by Sony, Samsung and LG. Consumers viewed the brand as yesterday's technology brand, while younger buyers were gravitating towards newer, more aspirational names.
Back in 2008:
The challenge wasn't product performance; it was perception.
The television category was at an inflexion point.
Consumers were moving from CRT televisions to LCDs, Plasma TVs and eventually Smart TVs.
Owning a flat-panel TV was a status symbol, and brand image often mattered more than features.
Rather than competing feature-for-feature, we rebuilt Panasonic's image around aspiration.
Panasonic Viera: The Power To Attract
The idea was rooted in a simple insight: People who live a superior lifestyle naturally attract attention, admiration and social interaction.
The brand needed to feel:
To shift perception quickly, we recommended a young, contemporary face who embodied the aspirations of modern India.
Ranbir Kapoor
At the time, he represented exactly what Panasonic wanted to become:
His association helped transform Panasonic from a legacy electronics brand into one that resonated with a new generation.
Expect The Unexpected
The launch campaign was designed to immediately increase salience and reposition Panasonic as a premium, desirable television brand.
Instead of talking specs, we created visual storytelling that amplified lifestyle appeal.
Reel To Real
Consumers got a chance to watch a movie with Ranbir Kapoor. The promotion created immediate excitement and dramatically accelerated trials.
Result: From 2,300 Viera units sold in FY 2008 to 17,000 units sold in just April and May 2009.
Bollywood Dreams
We recognised something uniquely Indian: Everyone wants a share of fame. So we gave consumers a chance to act in a movie with Ranbir Kapoor.
Result: 22,000 Viera units sold during Sept–Oct 2009. Over 1.2 lakh units sold between 2009–10. Market share grew to 7%.
3D VIERA: When 3D television emerged as the industry's next big leap, Panasonic showcased immersive viewing experiences.
Smart VIERA: As connected televisions began entering homes, Panasonic positioned itself as a smart entertainment platform.
Swipe & Share: Panasonic introduced connected experiences that allowed consumers to seamlessly interact with content across devices, reinforcing the brand's innovation credentials.
Sounds Of India
Most television brands talked about picture quality. We found an opportunity in sound. An experiential campaign across 70 cities invited consumers to celebrate and record the sounds that define India, through on-ground activations, digital engagement, outdoor innovation and retail experiences, creating one of the largest integrated initiatives in the category.
Over three years:
Market Share
2% > 9% in the FPD category.
Brand Perception
From a legacy electronics brand to a youthful and aspirational technology player.
Business Growth
Sales grew dramatically through a combination of image-building, promotions, innovation campaigns and experiential engagement.
