Scarecrow created a memorable umbrella brand campaign for Anchor Panasonic by casting Boman Irani in a humorous television commercial that aimed to connect with younger audiences while reinforcing the brand’s legacy.
The TVC featured a young, neatly dressed architect who was presenting his ambitious design ideas to a wealthy tycoon, played by Boman Irani. The architect passionately explained his vision for an unusual, egg-shaped bungalow. However, throughout the presentation, the tycoon appeared completely uninterested and was shown snoring loudly, making deep, guttural sounds. This unexpected behaviour created a comic contrast between the architect’s seriousness and the tycoon’s indifference.
Confused and unsure of how to react, the architect looked towards his petite secretary for reassurance. Calm and composed, she encouraged him to continue, casually saying, “Yeh unka style hai.” Taking her advice, the architect carried on with his presentation. Just as he was about to speak about electrical switches, the tycoon suddenly woke up. In a moment that delivered the brand message clearly and humorously, he firmly stated that all the switches, fans, lights, wires, and circuit breakers in his home should be from Anchor alone. Immediately after making this decisive statement, he went straight back to sleep.
Through this commercial, the brand aimed to highlight its promise of over 50 years of trust and quality, while also showcasing its wide range of electrical products.
According to Scarecrow, Anchor had long been synonymous with switches, but the brand now wanted to communicate its entire product portfolio. Another key objective was to strengthen Anchor’s premium image and make it relevant to a younger generation of consumers.
While Anchor already enjoyed deep-rooted trust built over decades, the brand wanted to appeal to tomorrow’s consumers, especially the youth. Introducing advanced, state-of-the-art products from Panasonic was seen as the first step in building this connection.
The second step was creating communication that felt fresh, engaging, and appealing to younger audiences. The Boman Irani commercial perfectly illustrated this approach.
Boman Irani was chosen for his impeccable timing and his ability to convey both premiumness and warmth. In addition, Boman represented a rare balance of stature and youthfulness, making him ideal for a brand like Anchor, which was at an exciting turning point.