Ad Campaigns
Hitachi positions itself as brand accessible to all
MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has launched a new campaign for Hitachi, positioning it as a brand accessible for all.
The brand, though considered premium, has also been facing a challenge of being perceived as an expensive brand.
Its new campaign, “Kabhi Kabhi Zyada Ke Liye, Zyada Nahi Chaiye Hota” builds on the brand’s core of premium yet accessible. It communicates that superior technology Hitachi ACs are within reach. Developed by Dentsu Impact, the TVC is now on air, across all popular channels.
The objective of the campaign was to break this perception of inaccessibility, while keeping the premium-ness of the brand intact and build a strong connect with the Southern market.
The approach was to establish the fact that to experience the unmatched superior technology, cooling and peace of mind offered by Hitachi’s products, not much is required. The idea was to bring alive the thought that sometimes it doesn’t take much to get much more.
To communicate this, in a category that highly relies on features and offers, Hitachi chose to come from an insight that stems from real-life, everyday situations. Leading south Indian actress Samantha Prabhu was roped in to play the protagonist in the ad commercials to build affinity in the South.
Both the TVCs capture everyday moments that bring the idea alive. The first film has Prabhu portraying the role of a girl-next-door, getting ready in front of the mirror. While she can go for an over-the-top look, she chooses a simple black ‘bindi’ instead to enhance her beauty. Her smile in the end conveys that even a small gesture can make a huge difference.
In the second film, we see Prabhu coming back home extremely tired. As she sits on the sofa, her husband sitting right next to her pushes the centre table towards her, so she can keep her legs on it and relax communicating that little gestures of our loved ones can make a lot of difference.
Hitachi Air conditioning India chairman and managing director Johnson Controls Gurmeet Singh says, “Hitachi aims to reach every Indian household and become India’s leading air conditioning brand by 2021. With its innovative product range, best in class indigenous manufacturing facilities, world class R&D facility and a continuous endeavour to give its customers a better post sales service experience.”
Dentsu Impact chief creative officer Soumitra Karnik mentions, “Hitachi faces a unique challenge in the market. And it’s always exciting to work on such challenging briefs. Our idea was to bring alive the campaign thought by beautifully capturing those simple, everyday moments which are truly priceless. As it’s the little things that make all the difference.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
