Hitachi partners with Barista for brand campaign

As part of the campaign, Barista has introduced Hitachi Alphonso smoothie to target the youth

e4m by exchange4media Staff
Updated: Jul 17, 2019 3:52 PM

Hitachi has launched a brand campaign in partnership with Barista, which has introduced the country’s first curated Hitachi Alphonso smoothie as part of this innovative brand engagement drive. With this partnership, Hitachi has become the country’s first Air Conditioning brand to launch a special summer drink.

The campaign captures various elements of the air conditioning experience, craving for the King of fruits (Alphonso Mango) amongst the younger generation and the hangouts need with a cool drink in the peak of the summer season.

Talking about the partnership,  Gurmeet Singh, Chairman & Managing Director, Johnson Controls-Hitachi Air Conditioning India Limited said, “Hitachi as a youth centric, premium brand with aspirational value yet accessible for all, we have our new campaign along the communication thought ‘Hitachi air- Feel it to believe it’. We are confident that our partnership with Barista will help us in making Hitachi Air a buzz word amongst the growing millennials and young urban professionals of the country. Summer is the season when people find ways to chill at a place with good air conditioning and sip on to their favourite chilled beverage. With Hitachi Alphonso Smoothie, it’s a unique way for Hitachi to complement the brand message.”

According to Puneet Gulati, CEO, Barista, “We are committed to innovate with our offerings and this time we thought of delighting the taste buds of our consumers with a thick, sinful smoothie made from the seasonal special fruit- Alphonso Mango giving them the authentic mango experience. We are happy to announce this partnership with Hitachi Air. In the future, we would like to open up for more brands to put more innovative ideas into action.”

After the success of the Hitachi Air Campaign, the new brand engagement drive intends to make Hitachi a buzz word amongst the future generation and young urban professionals.

Hitachi will be creating brand buzz by putting Tent Cards, Countertop and 8-inch screen placed on the counter playing Hitachi AV in top 40 Barista Cafés of Delhi/NCR.

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