Dentsu Impact launches new campaign to solve HITACHI’s unique challenge in the market

Dentsu Impact, the creative agency from Dentsu Aegis Network, has launched a campaign for Hitachi, positioning it as a ‘brand accessible to all.’

Hitachi has always strived to give the best to its customers, from quality cooling, technology, to after-sales. The brand has been facing the challenge of being perceived as an expensive brand.

Their new campaign, “Kabhi Kabhi Zyada Ke Liye, Zyada Nahi Chaiye Hota” builds on the brand’s core of – ‘Premium Yet Accessible’. It communicates that the Superior Technology Hitachi ACs are within reach. Developed by Dentsu Impact the TVC is now on air on all popular channels.

The objective of the campaign is to break the perception of inaccessibility, while keeping the premium-ness of the brand intact and build a strong connect with the Southern market.

The approach is to establish that to experience the unmatched superior technology, cooling and peace of mind offered by Hitachi’s products, not much is required. In order to communicate this, in a category that highly relies on features and offers, we chose to approach it from an insight that stems from real-life, everyday situations. Leading south Indian actress Samantha Prabhu was roped in, to play the protagonist in the ad commercials to build affinity in the South.

In the second film, we see Samantha coming back home extremely tired. As she sits on the sofa, her husband sitting next to her pushes the centre table towards her, so she can keep her legs on it and relax. These little gestures from our loved ones can make a lot of difference, is being communicated.

Gurmeet Singh, Chairman & Managing Director, Johnson Controls - Hitachi Airconditioning India said, “Hitachi aims to reach every Indian Household and become India’s Leading Air Conditioning brand by 2021. With its innovative product range, best in class indigenous manufacturing facilities, world class R&D facility and a continuous endeavor to give its customers a better post sales service experience. We believe that “Every home deserves Hitachi cooling.”

Talking about the campaign, Soumitra Karnik, Chief Creative Officer, Dentsu Impact said, “Hitachi faces a unique challenge in the market. And it’s always exciting to work on such challenging briefs. Our idea was to bring alive the thought – ‘Kabhi kabhi zyada ke liye, zyada nai chahiye hota’ by beautifully capturing those simple, everyday moments, that are truly priceless. It’s the little things that make all the difference.”