Dentsu Creative Impact launches a disruptive digital campaign, featuring rap artiste Badshah on YouTube, for the brand’s air-conditioner sporting ‘I-Clean’ technology
BestMediaInfo Bureau | Mumbai | April 15, 2016
We’ve seen a lot of innovative campaigns for summer from different brands. But we’ve not seen a creative one from a category that thrives on differentiation and innovative features to draw eyeballs. For Hitachi, the task was to get critical attention and establish the leadership of the brand in the minds of the affluent, young and digital-savvy ‘netizens.’ So, it launched a digital campaign for the brand on YouTube.
In a disruptive marketing strategy, the brand roped in rap artiste ‘Badshah’, to create a rap anthem for Hitachi that talks of the features of the air-conditioner. The disruption had to come more from the message, than the product. Dentsu Creative Impact and Hitachi adopted an unconventional approach with the idea, Hitachi #NothingDirty, in association with Badshah.
In the digital film, just as the ‘I-Clean’ feature of the Hitachi air-conditioner automatically cleaned up dirt, rap sensation Badshah, cleaned up the lyric for the ultimate summer party anthem. Dentsu Creative Impact felt that the story had to be re-told for consumers, who have an array of options offered to them in the way of features and choices every day.
The campaign attempts to integrate the brand with the content. The audience in turn also get to hear rap king, Badshah, deliver a “cool”, upbeat number with the message that Hitachi air-conditioner cleans automatically. At the end of the commercial, the rap artiste says that when something is dirty (like the lyric he set to tune), he liked to “clean it”. The anchor of the commercial then then tells the audience of the Hitachi air-conditioner with the I-Clean technology.
Commenting on the campaign, Soumitra Karnik, National Creative Director, Dentsu Creative Impact, said, “The brief given to us was to target the younger audience and to highlight the feature ‘I-Clean.’ Instead of going the conventional way, we thought of associating with Badshah, who is a popular figure among youngsters. We gave him a dirty lyric to clean, which matches the feature of the product. The whole idea was to subtly incorporate Hitachi, in the story so that it appeals to the younger audience.”
Agency: Dentsu Creative Impact
Rap, Audio Composition and Lyrics: Badshah
Dentsu Creative Impact Team:
National Creative Director: Soumitra Karnik
Client Servicing Director: Saif Ahmed
Director: Shiraz Bhattacharya
Director of Photography: Shiraz Bhattacharya
Chief Assistant Director: Jarebb Trindade
Assistant Directors: Aarjavee Raaj, Qurran Jaiswal
Edit: Anil Prajapati, Sunil Prajapati
Executive Producer: Niketan Madhok
Line Producer: House of Films
Sony Music Team:
National Head: Kiran D'cruz
General Manager: Rahul Chaudhuri
Supervising producer: Sushant Naik (3osixty90- a division of Sony Music)
Executive producer: Richard Mascarenhas (3osixty90 - a division of Sony Music)
Dentsu Webchutney Digital Team:
Sr. Vice President and Branch head: Tanvi Jain
Creative Director Art: Chandan Aggarwal
Senior Account Manager: Neha Sarin