Dentsu Impact, the creative agency from Dentsu Aegis Network, has launched a new campaign for Hitachi, positioning it as a ‘brand accessible for all.’
Hitachi has always strived to give the best to its customers, from quality cooling, technology to after-sales. The brand, while is considered premium, has also been facing a 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 Superior Technology Hitachi ACs are within reach. Developed by Dentsu Impact, the TVC is now on air, across all popular channels.
The objective of the campaign was to break this perception of inaccessibility, while keeping the premium-ness of the brand intact and build a strong connect with the Southern market.
The approach was to establish the fact that to experience the unmatched superior technology, cooling and peace of mind offered by Hitachi’s products, not much is required. The idea was to bring alive the thought that ‘sometimes it doesn’t take much to get much more’, conveyed with the line – Kabhi Kabhi Zyada Ke Liye, Zyada Nahi Chaiye Hota. To communicate this, in a category that highly relies on features and offers, we chose to come 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.
Both the TVCs capture everyday moments that bring the idea alive. The first film has the leading south Indian actress Samantha Prabhu portraying the role of a girl-next-door, getting ready in front of the mirror. While she can go for an over-the-top look, she chooses a simple black ‘bindi’ instead to enhance her beauty. Her smile in the end conveys that even a small gesture can make a huge difference. In the second film, we see Samantha coming back home extremely tired. As she sits on the sofa, her husband sitting right next to her pushes the centre table towards her, so she can keep her legs on it and relax. Communicating, that little gestures of our loved ones can make a lot of difference.
Gurmeet Singh, Chairman & Managing Director, Johnson Controls – Hitachi Air conditioning 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 are confident that we will be able to achieve this because we truly 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, which are truly priceless. As it’s the little things that make all the difference.”
Campaign elements: TVC, Print, Outdoor, Digital, Cinema
Client: Johnson Controls – Hitachi Airconditioning India Ltd.
Creative Agency: Dentsu Impact Pvt. Ltd.
National Creative Director: Soumitra Karnik
Creative Director: Ankur Garg
Creative Team: Mayank Patel, Nikita Sharma
Planning Team: Nilakshi Medhi, Lavanya Machiraju
Assoc. Vice President, Account Management: Saif Ahmed
Account Management Team: Geetanjali Sheel, Abhishek Anuj
Agency Producer: Dawa Lama
Director (of the film): Kamlesh Soni
Producer: Azad Anesh
Production House: Conversation Films
DOP: Vishal Sinha
Music: Rohan Vinayak
Title of films: “Bindi” ; “Tired”
Duration: 2 x 20 seconds
Campaign breaks as of: 24thMarch, 2018
Exposure: Television, Digital, Print, Outdoor