Launching Panasonic ZIVA Modular Switches
A high-impact digital PR strategy to launch the new economical
ZIVA series amidst the unique media challenges of the COVID-19 pandemic.
Client Background
Established in 1963, Panasonic Life Solutions India (formerly Anchor Electricals) is a wholly owned subsidiary of Panasonic Corporation. As one of India’s leading manufacturers of electrical construction materials, the company operates 7 manufacturing units at 4 locations and concluded its last financial year with net sales of nearly INR 34 billion.
35 Domestic Offices & 9,500 Employees
7 Manufacturing Units
Economical & Durable
Ziva is a modular switches, sockets, and accessories series designed for an economical price range, approved for a long operational life of up to 1 Lakh Operations.
Slim Design & Flexibility
Features a slim, sleek, and elegant design. The switches offer flexible mounting plates that can be placed both horizontally and vertically.
Security Features
Ensures security as no live part is exposed to fingers and protects against solid objects larger than 12mm.
THE HURDLES
The COVID-19 Communication Crisis
Media Shut Downs
Media houses were laying off staff, shutting down physical offices, or discontinuing print issues and supplements.
No On-Ground Events
The planned on-ground product launch event could not be hosted, requiring a rapid pivot to a digital format.
Crisis-Only Reporting
Media attention was dominated by the pandemic and crisis-related news, severely limiting space for product launches.
Digital Participation Gap
Media were reluctant to participate digitally, especially in large webinar sessions with 50 to 160 invited guests.
THE SOLUTION
PR Strategy: The Open Webinar
A successful pivot to a virtual launch format—the Open Webinar—to organize communication and connect with media across all centers.
Organize & Connect
Create a platform to connect local and regional media across all centers.
Ensure Engagement
Keep media engaged until the end for an open Q&A session.
Highlight Messaging
Highlight brand messaging and image through press release coverage.
01
Organize & Connect
Created a unified virtual platform to connect local and regional media across multiple centers, ensuring smooth communication during the launch.
02
Ensure Engagement
Kept media participants engaged throughout the webinar and encouraged them to stay till the end for an open Q&A session, strengthening interaction with the brand.
03
Highlight Messaging
Amplified brand messaging by driving visibility through press release coverage and emphasizing product communication during the webinar.
04
Build Media Relationships
Strengthened relationships by creating a space where media could interact with the brand directly, fostering long-term credibility and communication through consistent engagement.
Headlines That Made Waves
Highlights from the extensive media coverage received across print and digital platforms.
Dainik Bhaskar
Ujjain
"Ziva switches offer long-lasting durability and stylish modular designs"
– Coverage highlighted the premium build and versatile mounting options.
Nai Duniya
Indore
"Panasonic Ziva: Affordable range with modern aesthetics launched"
– Media focused on the product’s large lifespan and enhanced security features.
Patrika
Bhopal
"Ziva series receives positive response during virtual launch webinar"
– Coverage emphasized the smooth engagement of 57 media attendees.
Outcomes
Widespread Impact and Coverage
57
Media Attendees
Successful virtual launch attendance
100%
Regional Reach
Coverage in almost all CAT. A regional newspapers and wires
- Campaign Effectiveness
The event was successfully completed and well-covered by all attending media persons in both print and digital issues of leading newspapers, overcoming major COVID-era communication challenges.ns like Dainik Jagran, Dainik Bhaskar, Patrika, Amar Ujala, Times of India, and Hindustan.
Lasting Impact
By leveraging the digital webinar format and executing a strong press release strategy, the brand was able to create a lasting impact for the launch of the new ZIVA variant, despite the extreme pressures and limitations imposed by the pandemic.
“The campaign helped us successfully navigate and overcome the media challenges faced majorly during COVID-19.”
Featured in Leading Media Outlets
