AD Agencies
Dentsu Creative Impact creates digital campaign for Hitachi
MUMBAI: In a category that strives on differentiation and innovative features to draw eyeballs, brands need to constantly bring refreshed news. For Hitachi, the clear task was not only to get this critical attention but also establish clear leadership in the minds of the affluent, young digital savvy ‘netizens’.
The opportunity identified was the revolutionary ‘I Clean’ feature that cleans the filter of the air conditioner automatically. But the idea was not merely to tell a story of innovation and technology. Dentsu Creative Impact believed that the story needs to be re-told to the consumers who are already facing a barrage of features, choices and options every day.
And the disruption came in the form of not only the product and the message, but also the medium. In a category, where traditional media rules the roost, Dentsu Creative Impact and Hitachi took an unconventional approach. And the idea Hitachi #NothingDirty with Badshah was born. Just as the ‘I-Clean’ feature automatically cleans up the dirt, the ruling sensation of India also cleans up the lyrics for the ultimate summer party anthem.
The attempt is a powerful integration of the brand within the content. Delivering the message of ‘automatic cleaning’ by the king of rap Badshah himself, the song is cool, fun and upbeat.
Watch how India’s coolest rapper turn something dirty into the coolest and cleanest song of the summer, just like how Hitachi’s iClean Plus technology cleans the AC’s filter automatically.
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
