MxMIndia

Tag: Hitachi

  • Campaign executed by Connect OOH

    AC launches a multi-city campaign across South

    By Our Staff

     

    Johnson Controls- Hitachi Air conditioning India Ltd. has launched a multi-city OOH campaign across South India at the beginning of summer season. The campaign has been executed by Connect OOH in formats like hoardings, BQS, unipoles, etc at vantage points across the cities of Tamil Nadu, Kerala, Karnataka, Telangana and Andhra Pradesh

     

    Said Nilesh Shah, Sr. Vice President, Marketing & Business Planning, Johnson Controls- Hitachi Air Conditioning India Ltd.: “We are very excited to launch  Hitachi AC campaign with innovative and smart features that can cater to the need of customers from having fresh air with our innovative FrostWash technology to a smart wi-fi enabled airCloud Home. With our unique “air Technology”, Hitachi’s Inverter split air conditioner can provide silent, odour- free, clean, fresh & surround air and thus offers most convenient and comfortable environment to our customers.”

     

    Added Anjum Tanwar, Executive Vice President and National Head, Connect OOH: “This campaign suggests the consumer first approach taken by Hitachi and it can be intelligently delivered on traditional outdoor properties when combined with the right operational expertise”.

     

  • The objective of the campaign was to break this perception of inaccessibility

    Dentsu Impact launches campaign to solve Hitachi’s challenge

    By A Correspondent

     

    Dentsu Impact has launched a new campaign for Hitachi, positioning it as a brand accessible for all. The campaign, “KabhiKabhiZyadaKeLiye, ZyadaNahiChaiyeHota” builds on the brand’s core of premium yet accessible. Developed by Dentsu Impact, the TVC is now on air, across all popular channels.

     

    Said Gurmeet Singh, Chairman & Managing Director, Johnson Controls – Hitachi Airconditioning India: “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 endeavor 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’.”

     

    Talking about the campaign, Soumitra Karnik, Chief Creative Officer, Dentsu Impact added: “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 – ‘Kabhikabhizyadakeliye, zyadanaichahiyehota’ by beautifully capturing those simple, everyday moments, which are truly priceless. As it’s the little things that make all the difference.”

     

     

  • The core objective of the campaign is to build awareness and thereby, increase sales

    Posterscope India uses pixel-led technology for Hitachi refrigerator

    By A Correspondent

     

    Posterscope India has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant, ‘New Fresh Bottom Freezer’, in the out-of-home space.

     

    The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population – confident urban dwellers with a modern, progressive and open-minded outlook.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.

     

    The campaign, which is based on the brand communication, “Inspire the Next”, motivated the agency to come up with a one-of-its kind innovation for a billboard. The billboard integrated digital with OOH.  The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.

     

    For the record, the technology used behind this latest innovation is based on addressable pixel programming. As part of the innovation, every pixel is coded and mapped on the hoarding. The innovation has created a huge impact, high stickiness and top-of-mind recall for the core TG.

     

    Adding a layer of efficacy to this innovative campaign, is a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi to West Delhi. Ring road is Delhi’s one of the main arterial roads that witnesses heavy traffic and market influx.

     

    Haresh Nayak, Regional Director, Posterscope APAC added, “We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the wide spread out-of-home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Hitachi: Cooling off, uninterrupted

    Name of the campaign/ad: Life Uninterrupted

     

    The Brief: Win the hearts of the consumers looking to buy an AC through a proposition that connects at an emotive level and is relevant to them.

     

    Research insights: The consumer wants to just switch on his AC and expects to do whatever he does without bothering about comfort & performance. Because, in today’s fast moving life no one likes interruptions.

     

    The thought process behind the creative: To win the heart and mind of the consumers it was imperative to understand what the consumers want. Diving deep into our consumer’s world to find a relevant insight, we took a closer look at our consumer…an evolved mindset, an uncompromising seeker who buys into the best so that he gets consistent performance without any interruptions. And today, in a category where players are desperate to stand differentiated only Hitachi with its iClean technology is not only an innovation in the category, but a true blue differentiator that promises consistent unperturbed comfort.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=K15AlLGErWg[/youtube]

    Using the relevant consumer insight (‘Comfort isn’t comfort if it is interrupted’) and marrying it with the benefits of iClean technology (which not only gives the consumer a hassle free experience but also ensures consistent uninterrupted performance) gave birth to the idea – ‘life Uninterrupted’.

     

    Media vehicles chosen: Television, Print, Outdoor, Digital & POS

     

    Key issues kept in mind while executing the ad: Hitachi being the thought leader in the AC category, we were very clear right from the start that we don’t want to jargonize the technology rather demystify it for the consumer and connect with them at an emotive level.

     

    What is the differentiating factor about the ad? The uniqueness is in the way we have beautifully captured the nuances of daily life and situations that perfectly mirror the sentiment of ease and comfort.

     

    Client comment: Ashok Ray, Head Marketing, Hitachi Home and Life Solutions India Ltd. said, “Our brief was to make an entertaining film which also captures the essence of the product attribute very clearly and that has been achieved. The film is able to communicate the concept very clearly. This will further consolidate Hitachi’s image of being a technologically superior company with amazing products.”

     

    Agency comment: Amit Wadhwa, Senior Vice President,Dentsu Creative Impact Pvt Ltd, said, “The challenge for us was to demystify a technology (iClean), by talking about it in a more consumer friendly language. And deliver it in a way that was typically Hitachi. The beauty of the campaign is that it does all that, in the most simplistic of treatments. The moment we came up with this campaign, the entire team, including the team at the client side, was sure that we had struck the right note. Now, over to the consumers.”