The new TVC, conceptualised by Dentsu Creative Impact, is based on the insight that the evolved consumer wants to buy the best so that he gets consistent performance
BestMediaInfo Bureau | Delhi | April 11, 2013
Hitachi has come out with a new TVC to reinforce its presence in the market, connect with the consumer, and subsequently grow market share. The objective is to win the hearts of consumers looking to buy an AC through a proposition that connects at an emotive level and is relevant to them. Conceptualised by Dentsu Creative Impact, the campaign is based on the insight that the consumer has an evolved mindset and wants to buy the best so that he gets consistent performance.
The AC category is brimming with players who are desperate to stand differentiated, and Hitachi with its iClean technology is not only an innovation in the category, but a true blue differentiator that promises consistent unperturbed comfort. The TVC uses the relevant consumer insight of ‘Comfort isn’t comfort if it is interrupted’ and marries it with the benefits of iClean technology which not only gives the consumer a hassle-free experience but also ensures consistent uninterrupted performance. The underlying message of the campaign is ‘Life Uninterrupted’.
The television campaign will be supported by print, outdoor, digital and POS. The 30-second TVC went on air on March 26, 2013.
The film is a series of montage shots of varied slice-of-life situations, revolving around moments of peace in our daily lives that you never want disturbed. Be it the mid-day siesta back home or the occasional shut-eye at work, its moments like these that are priceless and Hitachi ACs ensure that these moments are never interrupted.
Manavjit Mohil, Executive Creative Director, Dentsu Creative Impact, said, “The uniqueness of the TVC is in the way we have beautifully captured the nuances of daily life and situations that perfectly mirror the sentiment of ease and comfort. We are sure it is going to strike a chord with our consumers and people will want to watch it again and again. The music of the film plays a pivotal role and sets the rhythm and captures the true essence of the core idea – Life Uninterrupted.”
Client: Hitachi Home & Life Solutions India
Creative Agency: Dentsu Creative Impact
Account Management: Amit Wadhwa, Swapnadip Mazumder, Saif Ahmed, Geetanjali Sheel
Planning: Kartikeya Srivastava
National Creative Director: Harish Arora
Executive Creative Director: Manavjit Mohil
Chief Films Officer: Suprotim Day
Director (of the film): Prakash Varma
Production House: Nirvana Films
Producer: Sneha Ipye.
Music Credits: Mikey McCleary