Raahil Chopra
Mar 26, 2012

Painting, couch, carpet and dog clean itself in Hitachi's new TVC

WATCH the TVC creates by Bates India here

wide player in 16:9 format. Used on article page for Campaign.


Bates India has created a new TVC for Hitachi’s range of iClean air conditioners. The TVC highlights the auto-clean feature the range of ACs use.

The film opens with a shot inside a house. In the house a painting is shown vibrating on its own shedding all the dust it has accumulated. The dust lands on a couch below the painting. This leads to the couch releasing the dust and other dirt from the sofa. The dust from the painting and the dirt from the couch move to the carpet in the house, from where it’s transferred to the dog inside the house. The dog then walks outside the house and releases all the dust and dirt accumulated from inside the house. The TVC ends with a voiceover the says ‘If only everything in your home could clean itself...as easily as the Hitachi iClean AC.’

Commenting on the campaign, Sagar Mahabaleshwarkar, national creative director, Bates India, said, “Breathing life into inanimate objects to make them appear to clean themselves and juxtaposing this against the cleaning ability of the Hitachi iClean, was an idea that excited all of us. I’m glad we’ve delivered a product that’ll make everyone sit up and take notice.”

On the thought behind the campaign, Sambit Mohanty, executive creative Director, Bates Delhi, said, “The idea of things in your home cleaning themselves (including the dog), is something that came across as quirky yet fresh. Kudos to our client for believing in this and making it possible for us to create something remarkable.”

Srijib Mallik, executive vice-president, Bates Delhi, added, “Hitachi has always been known for its product innovations and the iClean is an AC like no other. Naturally it merited a commercial like no other - one that highlighted its singular nature while staying away from the clichés of the category.”

Lloyd Baptista has directed the film and Amol Vaingainkar has produced it. 7 Films is the production house.

The campaign will have a 360-degree approach including outdoor, consumer engagement and social media seeding.


Client: Hitachi

Agency: Bates India

National creative director: Sagar Mahabaleshwarkar

Executive creative director: Sambit Mohanty

Copy/lyrics: Sambit Mohanty

Account management: Srijib Mallik, Sandeep Handa, Dallbir Singh

Planning: Dheeraj Sinha

Director: Lloyd Baptista

Producer: Amol Vaingainkar

Production house: 7 Films

Music: Kartik

Animation and vfx: Digital Magic, Bangkok 

Campaign India

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