Raahil Chopra
Apr 12, 2011

Hitachi uses a dancing robot to demonstrate its new iClean range

WATCH the TVC created by Bates141 for the air conditioners here

Hitachi uses a dancing robot to demonstrate its new iClean range

Bates141 has created a new TVC for Hitachi India’s new range of air conditioners. The range of air conditioners have the unique technology that eliminates dust from the filter automatically resulting in better cooling and preventing unhealthy air.

The TVC for the air conditioner shows a robot stepping out of a shower and dancing while it dries itself. The robot is used to illustrate how the Hitachi air conditioner with the iClean technology cleans the dust from its filter automatically. The commercial ends with the sound of a doorbell, after which the robot converts itself into the Hitachi air conditioner that is fitted on the wall.

Watch the TVC (Story continues below)



Commenting on the brief given to Bates141, Gurmeet Singh, vice president, head, sales and business planning, Hitachi Home and Life Solutions India Ltd., said, "We briefed Bates about the iClean, our new AC that can clean itself - an innovative feature introduced for the first time in India. Bates presented a fantastic and a very apt storyline that characterized the AC as a robot cleaning itself. This idea was liked in the first go and finally the film came out very nicely.”

On the use of a robot in the commercial, Sagar Mahabaleshwarkar, national creative director, Bates141 said, “It wasn’t enough to do a simple narrative to demonstrate the unique cleaning ability of the Hitachi iClean. Since this is truly a technological marvel, we hit upon the concept of a robot (actually the Hitachi iClean) that cleans itself much like the real a/c does.”

Sambit Mohanty, executive creative director, Bates141, added, “The robot transforming into the iClean is at the heart of our idea. We were sick of a/c advertising that shows shiny, happy people and kudos to our client for believing in a unique concept.”


Client: Hitachi iClean

Agency: Bates141

Creative: Sambit Mohanty, Sagar Mahabaleshwarkar

Head of creative (Asia): Sonal Dabral

Account management: Vaasu Gavarasana, Sandeep Handa and Swati Rajpal

Planning: Sailesh Wadhwa

Production house: MFX (Malaysia)

Campaign India

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