Top Story


Home >> Advertising >> Article

Rs 15-cr creative business of Hitachi air-conditioners goes to Everest

Font Size   16
Rs 15-cr creative business of Hitachi air-conditioners goes to Everest

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.


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.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.