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
The smell that told Mumbaikars which station was next
Tata AIA turns Mumbai’s Parle-G memory into a sharp, city-wise outdoor play
MUMBAI: When a biscuit factory became Mumbai’s unofficial station announcement. Long before smartphone maps and automated announcements, commuters on Mumbai’s Western line relied on their noses. As trains rolled into Vile Parle, compartments filled with the warm, sweet smell of baking biscuits from the Parle-G factory. It was a cue to gather bags, wake dozing children and shuffle towards the door.
Now that memory has been pressed into service by Tata AIA Life Insurance as part of its 25-year anniversary outdoor campaign — a city-by-city salute to the lived moments that shape urban life.
One hoarding, mounted close to the old factory site, reads: “We have been protecting Mumbaikars since Vile Parle smelled of freshly made biscuits.” Spare. Local. Loaded.
The broader campaign, rolled out across major metros, leans hard into contextual storytelling. In Kolkata, it nods to trams. In Pune, to Magarpatta’s transformation. In Bengaluru, to a time before IT parks. In Chennai, to OMR before it led to tech corridors. Each line anchors the brand’s longevity to a shared civic memory.
The Mumbai execution is the most evocative. For decades, the Parle-G factory was more than a production unit. It was a sensory landmark. Residents nearby set their clocks by the factory horn. Office-goers marked their commute by the waft of glucose and flour. When the plant shut, the city lost more than jobs. It lost a rhythm.
By placing the hoarding beside the former factory, the insurer collapses distance between copy and context. The site does half the storytelling. The rest comes from commuters who remember opening steel tiffins packed with Parle-G, or jolting awake as the train slowed.
It is a neat piece of brand positioning. Rather than trumpet balance sheets or policy counts, Tata AIA borrows emotional equity from the city itself. Twenty-five years becomes less a milestone and more a presence — steady, local, embedded.
Outdoor advertising is often a blunt instrument. This one is anything but. It whispers. It remembers. And in doing so, it sells trust without sounding like it is selling at all.
The scent may have faded. The memory has not.
