Anchor Electricals appoint Initiative as its media AOR

Initiative, the global full service media agency of IPG Mediabrands, has won the media mandate of Anchor by Panasonic, one of India’s largest domestic manufacturers of electrical construction materials. Initiative will be responsible for the media strategy, planning, buying and implementation for all brands under Anchor Electricals for both mass media and out-of-home. The account will be managed by the agency’s Mumbai office.

Established in 1963, Anchor Electricals Pvt. Ltd, a wholly owned subsidiary of the Panasonic Corporation excels in the production of low-voltage electrical switches and accessories, switchgear and protection devices, wires and cables, lamps and luminaries, and fans. The company also sells home automation products from Panasonic. The brand has an ambitious vision of doubling its already significant turnover over the next three years.

Vivek Sharma, Managing Director, Anchor Electricals Private Limited. (AEPL), the Electricals arm of Panasonic Corporation, said, "Anchor by Panasonic is a leading electrical brand in the Indian market with sales of INR 3550 Cr in the current financial year, through a diverse product portfolio spanning seven product verticals. As a company, we are strategically aligning ourselves to substantially improve consumer connect. AEPL would aggressively use mass media in building saliency and creating awareness for its businesses in the months to come. We, at AEPL, are happy to partner with Initiative in this exciting phase of growth".

"We are confident of Initiative's domain knowledge and media buying clout. Their considerable experience in the South Asian markets will help us deliver enhanced brand communication and drive media efficiencies for AEPL", he further added.

Vaishali Verma, CEO, Initiative, said, “This is one more prestigious addition to our esteemed portfolio of clients. We look forward to working with Anchor and create cutting-edge, strategic media solutions. Working with an ambitious company like Anchor is a great challenge and we look forward to creating impactful business solutions through our proprietary global tools.”