Kiku Sharda features in Hitachi's 'Coolest Third Umpire' campaign

Hitachi Cooling and Heating India has launched the ‘Coolest Third Umpire’ campaign featuring actor Kiku Sharda.

As cricket is not just a game but also an emotion in India, the brand endeavours to connect with the internet-savvy and cricket-loving generation through this campaign.

The third umpire gives the ultimate decision in cricket, but nobody knows how he looks like. What he does in free time? Is he cool or is he serious? Driving netizen’s curiosity for the Third Umpire, Hitachi’s campaign aims to reveal the identity of the Third Umpire and establish a humorous cross connection, a cross-over of the world of cricket, and the new features of Hitachi air conditioners.

With this campaign, Sharda is returning in its new Coolest Third Umpire avatar to entertain and engage people in this season of cricket and heat.

The campaign which will have five episodes will be taking on all major social platforms – Instagram, YouTube, Facebook, and Twitter. In addition to Hindi, the video will also be available in Tamil, Telugu and Malayalam.

Nilesh Shah, Senior VP, Business Planning and Marketing, Johnson Controls-Hitachi Air Conditioning India, said, “We are committed to revolutionising the way consumers perceive and connect with Air Conditioning products in India. After the huge success of “Nothing Dirty” social media song and “Who is Suraj” social media content AV which crossed 30 crore video views on YouTube alone, the company was motivated to create another fun-filled, humour-packed, and highly entertaining video campaign. Catering to a wide audience, we have put the spotlight now on cricket season with our ‘Coolest Third Umpire’ Campaign. As every cricket season causes frenzy among fans and Actor Kiku Sharda is a household name so there would be no better time and person to present our ‘Coolest Third Umpire’ campaign. We are optimistic to cross more than millions of organic views with this cutting-edge campaign.”

Sharda shared, “I personally am a huge fan of Cricket. While watching matches I often used to picture funny scenarios about the mysterious Third Umpire. What he would look like or dress like or maybe snoring through the match when he is not needed. I was excited to work on this concept and I hope people will enjoy watching it as much as I enjoyed working in it. Hitachi is a great brand and I am delighted that I got to embody their Coolest Third Umpire.”

The campaign also captures the company’s latest ‘New Air’ brand communication. The company has recently launched its next-generation airHome series of air conditioners.

Hitachi’s campaign is written by actor and cricket buff, Suresh Menon and has been created by GroupM Content team in partnership with One Network Entertainment. 

Coolest Third Umpire Episode 1: Hitachi new air:

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