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Panasonic, when it first hot shop-shelves many decades ago, became a talking point in marketing circles. The Japanese, went the buzz, were getting brand-savvy for Western markets. Sony had a 'sonic' ring to it half by serendipity, and it had helped make one breakthrough after another in the music playback devices category. But Panasonic was evidently chosen exactly for what the name sounds like: something to span the spectrum of soundwaves. Any surprise, then, that Panasonic should make a bold play for phone handsets in India with a decidedly musical TV commercial? The point, Panasonic marketers might want to point out, was to air Bipasha Basu's endorsement. Sure, that has an appeal on its own. It's visually evident. But, as with so many cinema successes of the genre the lady is supposed to represent, the secret is often in the soundtrack that goes with it. Panasonic, thus, has stayed true to brand identity---and made off with one of the most audibly arresting ads of the season.
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