n a new campaign for its Oxyride range of batteries, Panasonic has created animated characters that run on superpowers they get from the battery. The characters, called 'Oxymites', have been designed to appeal to the 16-24-year age group.

The message that Panasonic wants to get across through this campaign is that a Panasonic battery is like an energy drink that keeps the characters going, and also helps them fight evil. Besides the characters, the campaign also involves other non-conventional features. ... more