Brands
Anchor unveils new brand positioning
MUMBAI: Panasonic’s Anchor, one of India’s leading manufacturers of electrical construction materials, launched its new campaign ‘Naye India ke Badhte Load ke Liye’. With the advancement and accessibility of technology, there has been a growing demand for new-age electrical appliances.
The campaign takes a humorous route to highlight how Anchor’s superior product offerings, that feature the latest Japanese technology, are designed to meet new India’s growing demand for new-age electrical appliances.
The campaign is conceptualised by Leo Burnett India which emphasises on the fact that Anchor offers security and quality with the latest Japanese technology to suit every customer’s requirements.
Commenting on the launch of the integrated campaign, AEPL MD Vivek Sharma said, “Anchor Electricals’ Indian heritage and products coupled with Panasonic’s Japanese technology and innovation empower us to provide our customers with a vast range of high-quality electrical products. With the “Naye India ke Badhte Load ke Liye” campaign, we plan to position Anchor by Panasonic as a brand that is familiar with modern India’s expectations from its electrical devices and showcase how the customers benefit from our offerings.”
However, in the process of building a dream home packed with high-tech electrical devices, one often overlooks the most important measure – using sustainable quality wiring and MCB (switchgears).
“Anchor by Panasonic is India’s brand of choice for switches and through this campaign we aim to make Anchor by Panasonic synonymous with switchgears and wires& cables too. The future of electrical product market is very promising, with great opportunities in the utilities, industrial, residential, and commercial sectors among others, we at Anchor by Panasonic are well prepared to deliver and own the Indian electrical space on the back of our unique product offerings,” Sharma added.
Anchor wires and cables are built with high current-carrying capacity that safeguards all connected devices and heavy appliances even during prolonged usage. Anchor by Panasonic’s MCBs are made with the fastest trip mechanism which ensures the timely protection of connected appliances and homes from overloads, short circuits and leakage current.
Speaking about the campaign, Leo Burnett MD – India and chief creative officer – South Asia Rajdeepak Das said, “The ‘Naye India ke Badhte Load ke Liye’ positioning accurately sums up the need gap that Anchor by Panasonic is trying to fill with its high-quality wires and cables, and MCBs. I’m very happy with the creative thought and how it has translated into an almost eccentric execution. As is a given with all our work, we have transformed the brief into a Humankind idea, and the result is for all to see.”
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
