Dentsu creates campaign to help Hitachi ACs overcome 'expensive' perception

This new campaign, “Kabhi Kabhi Zyada Ke Liye, Zyada Nahi Chaiye Hota” builds on the brand’s core: ‘Premium Yet Accessible’

e4m by exchange4media Staff
Updated: May 10, 2018 6:43 PM

Dentsu Impact, the creative agency from Dentsu Aegis Network, has launched a new campaign for Hitachi, positioning it as a ‘brand accessible for all.’

Since Hitachi has been facing a challenge of being perceived as an expensive brand, this new campaign, “Kabhi Kabhi Zyada Ke Liye, Zyada Nahi Chaiye Hota” builds on the brand’s core of – ‘Premium Yet Accessible’. Developed by Dentsu Impact, the TVC is now on air, across all popular channels.

The objective of the campaign was to break this perception of inaccessibility, while keeping the premium-ness of the brand intact and build a strong connect with the Southern market. Leading south Indian actress Samantha Prabhu was roped in to play the protagonist in the ad commercials to build affinity in the South.

Both the TVCs capture everyday moments. The first film has Samantha Prabhu portraying the role of a girl-next-door, getting ready in front of the mirror. While she can go for an over-the-top look, she chooses a simple black ‘bindi’ instead to enhance her beauty. Her smile in the end conveys that even a small gesture can make a huge difference.

In the second film, we see Samantha coming back home extremely tired. As she sits on the sofa, her husband sitting right next to her pushes the centre table towards her, so she can keep her legs on it and relax, communicating that little gestures of our loved ones can make a lot of difference.

Gurmeet Singh, Chairman & Managing Director, Johnson Controls - Hitachi Airconditioning India, said, “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, said, “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 – ‘Kabhi kabhi zyada ke liye, zyada nai chahiye hota’ by beautifully capturing those simple, everyday moments, which are truly priceless. As it’s the little things that make all the difference.”

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