On the new assignment, Mutual PR principal consultant Indroneel Roy said, "The company is establishing its brand identity as Panasonic India, not National Panasonic. The brief is to communicate company plans and commitment levels to India as a market for GSM products at various price and function points."
Roy added that the brief also extended to establishing the brand theme 'Ideas for life' through its entire range of product offerings.
Recently, Panasonic India director -- system product division Takeshi Ikeda announced plans to introduce a new model nearly every month and the GSM division will target not only the high-end segment, but also mid and entry-level segments.
Prior to the appointment of Mutual PR, Panasonic was working with agencies on a project basis, according to Dheeraj Mukherjee, product manager -- GSM, Panasonic India.
"There was no regular PR agency (in recent years). We chose Mutual PR because of its ability to reach out to entire country, quality of work and past performance," he said.
Panasonic India tasks Mutual PR
Mutual PR, an affiliate of the Eurocom PR Network, has been tasked with establishing Panasonic GSM's brand identity and overcoming its 'late entrant' status in the Indian mobile phones market.