Top Story

e4m_logo.png

Home >> Advertising >> Article

Hitachi to launch new ad campaign

11-March-2004
Font Size   16
Hitachi to launch new ad campaign

Hitachi is launching a new advertising campaign. Set to break in a week on major television channels, the commercials will highlight the company's new product range, Atom, claimed to contain the smallest split air-conditioners.

The campaign, designed by Leo Burnett, will focus on the `very small, very powerful' qualities of this range, Mr Amit Doshi, Vice-President (Marketing and Service Operations), Hitachi Home & Life Solutions (India) Ltd, said. The Atom, named so for its size and power, is around 30 per cent smaller than conventional split ACs and comes in 1-, 1.5- and 2-tonne capacities. It has an energy efficiency ratio (more cooling but less power consumption) of over 10, he said, adding that most ACs in the market averaged 9.2.

The company has discontinued production of the economy Amtrex brand as it did not fit in with Hitachi's premium image, Mr Doshi said. Today, Hitachi sells at a 25 per cent premium to the competition, and still maintains its 14 per cent market share, he added. Hitachi last year acquired the 19.4 per cent shareholding of its joint venture partner, the Lalbhai group, in Amtrex Hitachi Appliances Ltd.

Hitachi also aims to make more split ACs. As of now, window ACs account for 70 per cent of its production but Hitachi hopes split ACs will account for 35 per cent soon. Apart from a plant in Kadi near Ahmedabad, the company has two facilities, one each in Jammu and Parwanoo (Himachal Pradesh). The AC market is pegged at 7.5 lakh units per year, which is minuscule in comparison to China where it is estimated at eight million units, Mr Doshi said. Erratic electricity supply and high tariffs were impediments but the Indian market is poised for huge growth in the next 10 years as these problems are expected to sort themselves out, he added. However, rising input costs have dashed hopes for a dip in AC prices this year, which are likely to go up by 2-3 per cent, he said.

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)