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Brand: Panasonic India My Role: Campaign Strategist + Social Media Manager Team: MSL India (Publicis Groupe), The Scribbled Stories

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🛋️ The Challenge: Reaching a New Generation of First-Time Buyers

In a world of ever-evolving life stages and digital consumption, Panasonic needed to reimagine its connection with India’s next generation of homemakers — young adults transitioning into long-term relationships, navigating new domestic realities, and becoming first-time buyers of essential home appliances.

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With a heritage spanning over a century, Panasonic’s challenge wasn’t credibility — it was relevance. We needed to create a culturally resonant, emotionally intelligent campaign that reframed home appliances not just as tools, but as quiet companions in life’s most defining moments.

🎯 The Strategy: From Product Features to Life’s Firsts

‘Welcome to Adulthood – Season 2’ was built around one core insight:

For many young Indians, buying their first fridge or washing machine is more than a transaction — it’s a rite of passage.

We expanded Season 1’s premise (first-time buyers in early 20s) to reflect an evolved life stage — individuals in their mid-to-late 20s, now settling down with partners, building new homes, and managing shared responsibilities. The storytelling became more mature, nuanced, and relationship-driven.

Our content strategy pivoted around four pillars:

  1. Relatable Storytelling: From managing long-distance relationships to meeting in-laws — everyday scenarios became emotional micro-narratives.
  2. Emotional Product Integration: Appliances weren’t the heroes — they were co-characters in our audience’s life stories.
  3. Platform-Native Execution: Leveraging trending formats like Reels, meme collaborations, spoken word content, and influencer vignettes.
  4. Utility Meets Empathy: Complementing emotional content with in-depth, brand-agnostic appliance guides to aid real purchase decisions.