Panasonic Energy India Co. Ltd., one of India’s leading manufacturers and suppliers of dry cell batteries and lighting products, has always been committed to innovation that enhances everyday life. With a strong vision for sustainability, the company developed an eco-friendly battery range, free from cadmium, mercury, and lead; pioneering an industry shift towards greener alternatives.

Launched under the tagline ‘Earth’s Friend’, this initiative aimed to educate consumers about the environmental impact of battery choices while reinforcing Panasonic’s commitment to sustainability.

Big Brand Challenge

The primary challenge was to create awareness and drive consumer preference for Panasonic’s eco-friendly batteries. While sustainability was a key differentiator, the product itself lacked a distinct price or performance advantage over competitors. The challenge was to effectively communicate the long-term environmental benefits and establish the product as a conscious choice for consumers.

Pivotal Groundwork

The Background
Established in 1972 and headquartered in Vadodara, Gujarat, Panasonic Energy India Co. Ltd. is part of the global Panasonic Corporation; one of the world’s most trusted manufacturers of electronics and energy solutions.

After nine years of extensive research and development, Panasonic successfully removed three hazardous chemicals: cadmium, mercury, and lead from its batteries. While eliminating these elements one by one, lead posed the biggest challenge, making this innovation a significant milestone in eco-friendly technology.

The Study
To ensure effective communication, we analysed the shopping behaviours of consumers visiting retail outlets selling batteries. Research indicated that direct and educational messaging would be most impactful in influencing purchase decisions.

The Trends
The rising global focus on sustainability was evident across industries, from automotive to consumer goods. Panasonic strategically positioned itself within this movement, capitalising on the growing preference for environmentally responsible products.

The Approach
Our approach was centred around simple yet impactful storytelling. Instead of overwhelming consumers with technical details, we opted for a straightforward and engaging communication strategy. The goal was to educate consumers about the significance of eco-friendly batteries while positioning Panasonic as a leader in sustainability. This was achieved through in-store activations and visually compelling branding at the point of sale. By reinforcing the message with clear and easy-to-understand content, we ensured that the eco-friendly USP resonated with our audience.

Stellar Strategy

Since eco-consciousness in small consumer goods like batteries is not always top-of-mind, we adopted a clean, minimalist design approach. The absence of hazardous chemicals was prominently displayed across all communications to ensure clear messaging. This cohesive visual identity extended across leaflets, hoardings, long-form videos, packaging materials, and merchandise. Additionally, the campaign was amplified through event promotions and press engagement to maximise reach.

Groundbreaking Execution

By leveraging on-ground activations, in-store displays, and promotional materials, we made Panasonic’s eco-friendly initiative visible and compelling to consumers. As an already trusted brand, Panasonic’s commitment to sustainability further strengthened its reputation, reinforcing brand loyalty while attracting environmentally conscious buyers.

Campaign: Earth’s Friend/ पृथ्वी का मित्र

Through this campaign, we successfully conveyed the message that by choosing Panasonic batteries, consumers contribute to a greener future. The campaign resonated with audiences of all ages, making sustainability an integral part of their purchasing decisions. To ensure a deeper connection and accessibility, we executed the campaign in both English and Hindi, making the message more relatable and impactful for a wider audience across diverse demographics.

Key Takeaways/learnings

While Panasonic is a well-established brand, educating consumers about the chemical composition and environmental impact of batteries posed a unique challenge. However, by executing a strategic, research-driven approach, we effectively communicated the product’s USP. The campaign reinforced Panasonic’s industry leadership and successfully positioned its eco-friendly batteries as the preferred choice for sustainability-conscious consumers.