Dentsu Impact creates response to ‘unique challenge’ in new India campaign for Hitachi

Dentsu Aegis agency, Dentsu Impact, has created “everyday moments” in a TV campaign designed to shed perceptions in India that Hitachi air conditioners are too expensive.

The creative agency said it faced a “unique challenge” of retaining the brand’s premium image but making it “accessible”.

The ads feature Indian actress Samantha Prabhu applying make up in one, and sinking into a sofa in another.

Dentsu Impact chief creative officer Soumitra Karnik said it wanted the campaign to capture “simple, everyday moments” in a bid to overcome the perception that the brand was beyond reach for many Indians.


Client: Johnson Controls – Hitachi Airconditioning India Ltd.
Creative Agency: Dentsu Impact Pvt. Ltd.
National Creative Director: Soumitra Karnik
Creative Director: Ankur Garg
Creative Team: Mayank Patel, Nikita Sharma
Planning Team: Nilakshi Medhi, Lavanya Machiraju
Assoc. Vice President, Account Management: Saif Ahmed
Account Management Team: Geetanjali Sheel, Abhishek Anuj
Agency Producer: Dawa Lama
Director (of the film): Kamlesh Soni
Producer: Azad Anesh
Production House: Conversation Films
DOP: Vishal Sinha
Music: Rohan Vinayak


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