As part of this exercise, NPIL has tied up with Ansal Properties and Industries Ltd to launch a string of state-of-the-art brand shops across the country and has reworked its communication strategy to revolve around the `Wanna Play?' platform. The National Panasonic brand shop is aimed at functioning as a consumer-welcoming platform to showcase the latest technologically advanced products from the company's portfolio. It will also serve as a one-stop shop for displaying the entire range of products of all the eight Matsushita sister companies in India - from batteries to consumer electronics, white goods and digital cameras - in the most enticing and condusive retail atmosphere. ``This will allow consumers to touch, feel and experience the products at leisure, with experienced staff specially trained in customer handling and product information,'' said Mr Kazuo Ogishima, managing director, NPIL.

With an investment of Rs 60 lakh in its first brand shop-launched on October 29 in New Delhi-the company has earmarked Rs 6 crore for a string of similar brand shops across the country. The strategic tie-up with Ansal Properties, will involve opening a Panasonic Brand Shop at every Ansal Plaza shopping mall. Two are slated to open at Gurgaon and East Delhi, in the Capital, at a later date. In all, it plans to have a presence in all 8 Ansal malls planned for Delhi.

The tie-up with the Ansals is being viewed as a precursor to future plans for introducing HII (home improvement infrastructure) technology appliances. In Japan, Matsushita has an HII showroom that offers these networked appliances. The company envisions extending the brand experience to networked Pana Homes next year, with home packages furnished with Panasonic products.

The brand shop displays the latest items from the Matsushita stable, like the Panasonic SV-SD 70, the world's smallest MP3 player, which can be worn like a watch, and a mobile FM radio, Panasonic Worldspace, that can catch FM frequency anywhere in the world.

Explaining the company's marketing strategy, Mr Gurdeep Singh, director, sales, marketing & services, NPIL, told The Financial Express, the company's communication strategy would henceforth revolve around the tagline `Wanna Play?' The logic: the play button is the most critical in electronic products. Says Mr Singh: ``With 60 per cent of the buying population below 30 years, the entire communication package will be targeted at the youth. The tone and manner will aim at imparting a vibrant, energetic feel to the brand.''

With an ad budget of Rs 20 crore for this year, the communication strategy has been planned as a three-year initiative. This year the emphasis will be on creating the right in-shop ambience with POP innovations and limited print advertising. The major thrust on print and electronic advertising will take place next year.