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
PeopleStrong appoints Adishri Charla SVP marketing to drive global growth
Former UiPath marketing head to scale brand, demand and expansion across regions
NEW DELHI: PeopleStrong has brought in marketing heavyweight Adishri Charla as senior vice president, marketing, tasking her with sharpening the company’s global brand and fuelling its next phase of growth.
Charla steps in with nearly two decades of B2B marketing experience across both fast-moving start-ups and global technology giants. She joins from UiPath, where she served most recently as director and head of marketing for India and Saarc, playing a key role in the automation firm’s rise to category leadership in the region. Her work there ranged from revenue-driven marketing strategies to building strong customer and community engagement programmes.
At PeopleStrong, Charla will oversee global brand strategy, demand generation and customer engagement as the HR tech firm expands across India, Asia, the Middle East and other emerging markets.
CEO Sandeep Chaudhary said the company was looking for a leader who could connect brand storytelling with measurable business outcomes. “Adishri brings global marketing experience and strong team leadership. We are confident she will help sharpen our positioning and support our next phase of expansion,” he said.
Charla previously held marketing roles at Oracle India and IBM India, working across cloud, systems and product marketing. An MBA graduate from Symbiosis Centre for Management and HR Development, she has also completed executive programmes at Columbia Business School and ISB.
Sharing her excitement about the move, Charla said PeopleStrong has the potential to reshape how organisations across the region think about HR technology. She added that her focus will be on building stronger brand connections while driving measurable business impact.
Backed by Goldman Sachs Alternatives, PeopleStrong today serves more than 500 enterprises and has won several industry recognitions, including honours at the ET Human Capital Awards and the People Matters Infini-T Awards. Charla’s appointment signals the company’s intent to strengthen leadership as it scales its global ambitions.
