Panasonic Life Solutions India has launched the campaign ‘Load ka Sammaan’ in partnership with Initiative India to directly engage with its channel partners and strengthen the existing distribution network during the festive season.

Panasonic Life Solutions India has launched a new campaign called 'Load ka Sammaan', aimed at engaging with its primary stakeholders - the channel partners. According to Sunil Narula, Senior Vice President of Sales and Marketing this campaign is an attempt to enhance the company's relationship with its target audience. The campaign will involve popular RJs from radio channels visiting channel partners to interact with them. It will use multiple formats, including RJ mentions on live shows, Vox Pop videos, static social media posts, and engaging on-ground activities.

"This initiative, 'Load Ka Sammaan', was created based on the philosophy of infusing culture into brand concepts. Its aim is to establish stronger bonds with channel partners, who are a pivotal audience for the brand. We strategically chose radio as a touchpoint, utilizing its local connectivity to convey brand messages. To add a personal touch, RJ visits were arranged to channel partners, fostering a deeper connection. Our seamless partnerships with Big FM and Radio City brought the campaign to life," explains Dhirendra Singh, EVP and Mumbai head of Initiative Media.