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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
