MAM
Anchor reinforces leadership in load bearing with a new brand film
Mumbai: Anchor by Panasonic, one of India’s leading manufacturers of electricals
has launched a new film cementing its position as a leader when it comes to load bearing.
The campaign was conceived for the ongoing cricket season and uses a very insightful story to land the importance of the product offerings. Indians are anyway very socially connected people.
This sense of community gets further amplified when it comes to Cricket.
In any locality, housing society, or circle of friends, there is always that one home that plays host to all the big matches. The viewing parties albeit always fun, come with their share of eccentric characters, over-friendly neighbours and friends who not just use, but abuse the hospitality of this host.
In a light-hearted way, this film showcases how these gatherings often lead to an excessive spike in the electric load.
Sunil Narula, Senior VP – sales & marketing said “The Wondrlab team has excelled in vividly showcasing our category. At Anchor by Panasonic, our steadfast belief has always been to offer our consumers top-quality, technologically advanced products. With this latest campaign, we’ve elevated our brand positioning, further emphasizing our industry leadership.”
Wondrlab co-founder and chief creative officer Amit Akali said, “Historically, wires, MCBs and switches have been a low-involvement category for the consumer. The creative challenge here was to bring Anchor by Panasonic’s load-bearing products to the fore in an engaging manner. We operated on a quintessentially Indian insight of being magnanimous and welcoming of our near and dear ones, irrespective of the load that comes with it, electric load included. In the film, we have portrayed an endearingly relatable instance centred around communal cricket-watching and contextual occasion.”
The Switches, MCBs, and Wires from Anchor by Panasonic are made with Japanese Technology that empowers them to bear these excessive loads and thereby make such wonderful events just that, wonderful.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
