Daikin goes vernacular with new tagline to target tier 2 and tier 3 markets

Air-Conditioning manufacturer Daikin recently introduced a brand tagline ‘Innovating For Change’. The brand has opted to go vernacular in its first extensive campaign around the new tagline. In addition to English, the campaign involves marketing communication in eight languages, including Hindi, Malayalam, Marathi, Bangla, Telugu and Kannada.

Staying true to the core brand philosophy of being a technology innovator, Daikin has undertaken an approach which is a refreshing change in the category. The decision was taken after observing an exponential growth in demand from tier 2 and tier 3 markets, fuelled by the ‘next billion consumers’ who have better access to cheaper internet in a digitised economy, further accelerated due to the pandemic.

Kanwal Jeet Jawa, MD and CEO, Daikin Air-Conditioning India Pvt. Ltd., said, “Daikin has always been at the helm of innovation and its technologies are known for its revolutionary products, which are meant to improve the quality of life of its customers. 

“With this campaign ‘Innovation for Change’, we have gone all out on print, outdoor advertising and digital canvassing since we believe that a vivid country like India solicits a 360-degree execution of communication to reach out to the billion plus populace of the country.”

Vineet Bajpai, Founder and CEO, Magnon Group, said, “Reaching multilingual and culturally diverse consumers of tier 2 and tier 3 markets has now emerged as a priority for brands and marketers. At Magnon, we offer end-to-end advertising, digital and production solutions to our clients, and linguistics is the latest addition to our services’ portfolio.

We are proud to be Daikin’s digital agency for many years. We are excited to partner them on their vernacular journey and enable them to reach this vast untapped market.”

Media is being published across several national and regional online publications, and regional/vernacular targeted search and social marketing provides a nation-wide base to the campaign. The landing pages for the campaign are also created in multiple Indic languages, to provide a well-drafted seamless experience across the user journeys.

Magnon Designory (formerly Magnon\TBWA), a leading digital marketing agency and part of the Fortune 200 Omnicom Group, conceptualised and is executing the campaign. Magnon has been Daikin’s digital agency partner for almost two decades. Daikin’s creative agency partner Hakuhodo conceptualised the new brand tagline.

This extensive campaign by Daikin highlights the importance that progressive brands are assigning to regional targeting and precision marketing tactics enabled by digital advertising.

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