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Dentsu Impact portrays Hitachi as a premium yet accessible brand

The objective of the campaign was to break the perception of inaccessibility, while keeping the premium-ness of the brand intact and build a strong connect in South India

Click on the Image to watch the TVC.

Dentsu Impact, the creative agency from Dentsu Aegis Network, has launched a new campaign for Hitachi, positioning it as a ‘brand accessible for all’. 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, “Kabhi kabhi zyada ke liye, zyada nahi chaiye hota”, builds on the brand’s core of value ‘Premium Yet Accessible’. 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 ‘sometimes it doesn’t take much to get much more’, conveyed with the line – 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 ‘bindi’ 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

Gurmeet Singh, Chairman and 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 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 “every home deserves Hitachi cooling.”

Soumitra Karnik

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. The little things make all the difference.”


The TVCs:


Client: Johnson Controls – 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:  Vishal Sinha

Music: Rohan Vinayak          

Title of films: “Bindi” ; “Tired”

Exposure: Television, Digital, Print, Outdoor

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