The entire Hitachi air conditioners portfolio worth Rs 15–20 crore is up for a creative pitch, inform reliable industry sources. At least four agencies are in the reckoning for this particular account, and the first round of presentations would begin mid December onwards. The size of the account, however, would vary as the company is looking for enhanced decibels with the new agency in the fold.
Advertising for Hitachi has seen some interesting twists and turns in the Indian market. As for Hitachi, the advertising positioning was ‘For those who seek perfection’. The TV ad campaign took amusing slants, and fitted itself into slice-of-life situations, like the ad which featured a man sitting at a hairdressing saloon, asking for a little snip here and a snip there, while day turns to night outside. Or the same man in the kitchen with his family, trying to get a perfectly round chapatti done, to the extent of doing the fine trims with a pair of scissors, as the wife, son and daughter offer their expert comments.
Since the liberalisation of Indian economic policies in 1991, the room air conditioner market has steadily grown to about 5,00,000 units in last fiscal. A host of MNC brands have since entered the Indian market and many new products and technologies have been introduced. Hitachi of Japan, the second largest player in the room air conditioner market in the world, entered the Indian market after acquiring a strategic stake in its long-time Indian partner Amtrex Appliances. Since then the design and manufacturing facilities have been upgraded and new models of window as well as split air conditioners were introduced in the Indian market under the Hitachi brand. This has helped the company register a volume growth of 19 per cent last fiscal, which is double the rate of industry growth.
The company exports more than 50 per cent of its air-conditioners to Mid-East and SAARC nations and plans to reach out to countries in Africa as well. Hitachi commands a 12-per cent share in the country’s air-conditioners market and expects to raise this to 20 per cent in the next two years. Headquartered in Ahmedabad, the Indian wing of Hitachi has a manufacturing facility at Kadi in Mehsana district. This is among the seven room A-C facilities Hitachi runs worldwide.