Panasonic Life Solutions India has launched ‘Load ka Sammaan’ campaign to engage directly with its channel partners. The campaign, designed and executed in partnership with Initiative India, is aimed at strengthening the existing distribution network in the lead-up to the festive season.
“The ‘Load ka Sammaan’ campaign is a first by a brand in the ECM space to engage its primary stakeholders, the channel partners. For PLSIND, they are our primary target audience, and this campaign will attempt to further develop and enhance our relationship with them,” Sunil Narula, senior vice president- sales and marketing, Panasonic Life Solutions India, said
The effort will witness popular RJs of the radio channels visiting the channel partners to interact with them. The campaign will involve multiple formats such as RJ mentions on the live shows, Vox Pop videos, static posts on social media along with interesting on-ground activities.
“Rooted in Initiative’s philosophy of infusing culture into brand concepts, we crafted the innovative initiative ‘Load Ka Sammaan’ to foster stronger bonds with channel partners, a pivotal audience for the brand. Opting for radio as a strategic touchpoint, we harnessed its local connectivity to convey brand messages. RJ visits to channel partners added a personal touch, fostering a deeper connection. The campaign comes to life through our seamless partnerships with Big FM and Radio City,” Dhirendra Singh, EVP and Mumbai head, Initiative Media, said.
The campaign will bring together the community of channel partners to develop a platform for brand engagement. With 59 cities and more than 160 channel partners, along with the assistance of radio partners Big FM and Radio City, the campaign hopes to secure maximum visibility for the brand’s stakeholders.