Dentsu Impact, the creative agency from Dentsu Aegis Network, has launched a new campaign for Hitachi, positioning it as a âbrand accessible for allâ. The campaign comes in the wake of the premium brand facing the challenge of being perceived as an expensive brand.
Hitachi strives to give its customers quality cooling, technology and after-sales. The new campaign, âKabhi kabhi zyada ke liye, zyada nahi chaiye hotaâ, builds on the brandâs core of value âPremium Yet Accessibleâ. It communicates that the 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 idea was to bring alive the thought that âsometimes it doesnât take much to get much moreâ, conveyed with the line â Kabhi kabhi zyada ke liye, zyada nahi chaiye hota. The insight was stems from real life, everyday situations. South Indian actress Samantha Prabhu played 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 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 âbindiâ instead to enhance her beauty. Her smile 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 such little gestures of our loved ones can make a lot of difference.
Gurmeet Singh, Chairman and Managing Director, Johnson Controls, Hitachi Airconditioning India, said, âHitachi aims to reach every Indian household and become Indiaâs 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 endeavour 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 âevery home deserves Hitachi cooling.â
Talking about the campaign, Soumitra Karnik, Chief Creative Officer, Dentsu Impact, said, âHitachi faces a unique challenge in the market. And itâs always exciting to work on such challenging briefs. Our idea was to bring alive the thought â âKabhi kabhi zyada ke liye, zyada nai chahiye hotaâ by beautifully capturing those simple, everyday moments, which are truly priceless. The little things make all the difference.â
Client: Johnson Controls â Hitachi Airconditioning India Ltd.
Creative Agency: Dentsu Impact Pvt. Ltd.
National Creative Director: Soumitra Karnik
Creative Director: Ankur Garg
Group Exec. and Strategy Officer, South Asia: Narayan Devanathan
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
Vice-President, Account Management: Megha Jain Sadhwani
Agency Producer: Dawa Lama
Director (of the film): Kamlesh Soni
Producer: Azad Anesh
Production House: Conversation Films
DOP:Â Vishal Sinha
Music: Rohan VinayakÂ Â Â Â Â Â Â Â Â Â
Title of films: âBindiâ ; âTiredâ
Exposure: Television, Digital, Print, Outdoor