Everest has bagged the creative kitty of Hitachi air-conditioners following a hotly contested pitch involving Contract Advertising, Madison Creative, Denstu Communications and itself. The incumbent agency was Leo Burnett. The size of the account is estimated to be in region of Rs 15-20 crore.
When contacted, both the client and the agency officials were unavailable for comment. Hitachi’s positioning has revolved around ‘For those who seek-perfection’ platform for quite some time – displaying the up-market qualities of the brand. 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 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.
The room air conditioner market has steadily grown to about five lakh units in last fiscal. Hitachi Ltd. of Japan, the second largest player in the room air conditioner market in the world, entered the Indian market last year after acquiring a strategic stake in its long time partner in India, Amtrex Appliances Limited. Sine 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. Hitachi currently commands a 12-percent share of the organised market for air-conditioners in India putting it amongst the top three players in the industry.