MAM
Hitachi goes global for ‘War of the Worlds’ with Spielberg, Cruise
MUMBAI: Hitachi has entered a partnership with Paramount Pictures for a worldwide promotional campaign surrounding the upcoming movie War of the Worlds, it was announced by Hitachi general manager consumer business group Kazuhiro Tachibana.
The most highly anticipated film of the summer, War of the Worlds, directed by Steven Spielberg and starring Tom Cruise will hit the theaters worldwide on 29 June.
Hitachi’s promotional campaign, entitled ‘The Ultimate Visual Experience,’ marks the first step of Hitachi’s new marketing strategy incorporating its keyword “Glocal” and will include global advertising and marketing activities. In Japan in particular, various campaign activities are planned targeting the summer bonus sales period.
“Our ‘The Ultimate Visual Experience’ campaign is a perfect match between Spielberg and Cruise’s pursuit of the world’s best in film entertainment and Hitachi’s commitment to the highest picture quality through its digital consumer electronic products. We are thrilled that our high-quality products will not only be seen in the film, but will also be leveraged for a global promotion, ” said Tachibana
“We are proud to have broken new ground by partnering with Hitachi. This is Hitachi’s first foray into the branded entertainment space with a feature film,” said Paramount Pictures senior vice president Worldwide Marketing Partnerships Lisa DiMarzio. “Hitachi’s global promotion with War of the Worlds is a multi-tiered campaign that spans television, print, and online, and also includes several innovative consumer activation tactics that will be unveiled throughout the campaign,” she added.
The War of the Worlds partnership, led by the Consumer Business Group established in October, 2004, is the first of its kind for Hitachi. Previously, Hitachi advertising or promotion activities had been performed individually in each region (North America, Europe, China, and Asia) and country.
Hitachi’s approach to the War of the Worlds campaign is based upon a new marketing strategy using the keyword “Glocal,” a coined term combining “global” and “local,” and is designed to improve Hitachi’s consumer products business and strengthen its brand power on a global scale.
Paramount Pictures distributes the film in North America and UIP distributes in international markets, including Japan. ‘The Ultimate Visual Experience’ campaign will launch on 1 May with a groundbreaking convergence of entertainment and technology and continue through 31 August.
Hitachi’s summer campaign with War of the Worlds occurs during a period lacking any other events with worldwide appeal, such as the FIFA World Cup or the Olympics, so Hitachi will aggressively utilise the timeliness of ‘The Ultimate Visual Experience’ to increase sales of its plasma televisions.
The global partnership with War of the Worlds marks a new period for Hitachi regarding how they approach entertainment and marketing. Adopting a new method combining product placement, whereby Hitachi contributes the company’s products for use in films, and cross promotion, which supports and advertises the company or its products by utilising product images in films, Hitachi is aiming to not simply carry out conventional advertising activities for product exposure, but to provide news hooks, deliver messages to stakeholders, and improve its company image.
The company will gathered employees in charge of sales and marketing worldwide for a global marketing conference, which was held from 25 – 26 April in order to implement its marketing campaign worldwide.
War of the Worlds is a contemporary retelling of the H G Wells’ seminal classic, the sci-fi adventure thriller reveals the extraordinary battle for the future of humankind through the eyes of one American family fighting to survive it.
Brands
SBI General Insurance appoints Shrish Mahuli as chief business officer
Industry veteran with 24 years’ experience to drive growth and distribution
MUMBAI: SBI General Insurance has appointed Shrish Ramchandra Mahuli as chief business officer, strengthening its leadership team as it looks to accelerate growth and deepen market reach.
In his new role, Mahuli will oversee the company’s overall business strategy, expand distribution channels and drive customer-focused growth initiatives across key markets. The move comes as the insurer sharpens its focus on profitable growth and enhanced customer engagement.
Mahuli brings over 24 years of experience across the insurance and automotive sectors. He has previously held leadership roles at Reliance General Insurance, ICICI Lombard General Insurance and Tata Motors, where he worked on scaling businesses and strengthening distribution networks.
SBI General Insurance managing director and CEO Naveen Chandra Jha said, “We are delighted to welcome Mr Mahuli at a time when the industry is witnessing strong momentum driven by rising awareness and evolving customer needs. His deep domain expertise and proven leadership will be instrumental in strengthening our distribution footprint and driving profitable growth.”
SBI General Insurance chief business officer Shrish Ramchandra Mahuli said, “I am pleased to join SBI General Insurance at a time when the industry is evolving rapidly. I look forward to working with the team to further strengthen the business and drive sustainable growth.”
The appointment underlines the company’s push to build leadership depth and deliver more accessible, customer-centric insurance solutions in a rapidly evolving market.
