Japanese home appliance maker Hitachi Home & Life Solutions has launched a new campaign. Created by Dentsu Creative Impact, the campaign unveils Hitachi’s new range of iClean air conditioners that use inverter technology. The campaign is built on the insight that consumers look for consistent performance in their home appliances, particularly the air conditioner - hence the brand proposition of uninterrupted comfort. The TVC went on air on 26 March.
The film shows a series of slice-of-life situations. These moments of peace that one never wants disturbed include a girl meditating, a baby sleeping, a couple curled up in bed, and a girl catching some shut eye while working on her laptop. A voice over introduces the Hitachi iClean ACs with inverter technology, ‘Because some moments in life should never be interrupted’.
On the new TVC, Harish Arora, executive creative director, Dentsu Creative Impact, said, “The uniqueness of the campaign is in the way we captured the nuances of daily life and situations that mirror the sentiment of ease and comfort. We are sure it is going to strike a chord with our consumers.”
The media mix for the campaign includes print, outdoor and digital media, besides points of sale.
Client: Hitachi Home & Life Solutions India Ltd.
Creative Agency: Dentsu Creative Impact
Account management: Amit Wadhwa, Swapnadip Mazumder, Saif Ahmed, Geetanjali Sheel
Planning: Kartikeya Srivastava
National creative director: Harish Arora
Executive creative director: Manavjit Mohil
Chief films officer: Suprotim Day
Director (of the film): Prakash Varma
Production house: Nirvana Films.
Producer: Sneha Ipye.
Music credits: Mikey McCleary