afaqs!

Everest bags Hitachi's creative, media biz

By , agencyfaqs! | In | January 07, 2005
The company may increase its current Rs 20 crore ad-spend further


Everest has bagged the entire creative and media business of Hitachi airconditioners. Rajeev Rakshit, branch head of Everest's Delhi office, has confirmed the development to agencyfaqs!

"The first interaction with the client happned in early December, 2004. Subsequently, by mid-December, we made a presentation, which ultimately swung the deal for us," Rakshit said.

According to the Everest senior executive, the Hitachi Home & Life Solutions India Ltd management was impressed by the effective communication strategy devised by the agency. "We provided an effective communication solution to the marketing problems that the client was facing," he added.

It is learnt that the account win was a hard-fought battle. Other agencies involved in the pitch were Contract Advertising, Madison Creative, and Denstu Communications.

The incumbent agency was Leo Burnett; the agency and Hitachi had shared over five years of partnership.

Hitachi and Leo Burnett have been together since Hitachi entered the AC market in 1999 and have done some campaigns which include 'the perfectioncampaign', 'Logicool i campaign', 'The Electric Bill Campaign' to the latest 'ATOM -Where is the AC?' campaign. A lot of these campaigns have translated into a succession of advertising awards.

The size of the account is estimated to be in region of Rs 20 crore. Industry sources say Hitachi may increase the advertising outlay this year.

Hitachi, according to industry sources, currently commands a 12 per cent share of the organised market for airconditioners in India, putting it among the top three players in the industry.

Work for the campaign is expected to begin shortly.

A release from Leo Burnett adds:

Today, Hitachi has come to signify innovation, technology, quality and reliability. This has been made possible through a combination of factors where Leo Burnett has played a significant role.

Says Gurmeet Singh, general manager marketing, Hitachi,"I take this opportunity to thank Leo Burnett for its role and efforts to make Hitachi one of the most respected brands in the industry. Our association with Leo Burnett has been very fruitful over the last six years and we really appreciate the efforts and emotional attachment of all the people involved with our brand. I wish the team all the very best for the future."

Arvind Sharma, chairman and CEO, Leo Burnett, says, "In every great relationship, there comes a time when being away from for each other is better than being together - for a while anyway."

"Hitachi has been a most fascinating brand to work on. The scope of work and the opportunity given to us has been tremendous. With their constant innovations and new products and technologies, Hitachi posed Leo Burnett with constant challenges to communicate to the Indian Consumer in simple but very memorable ways. Over a period of more than five years, Hitachi has become more of a friend rather than a client. I wish them all the very best and am confident that the brand will continue its climb to the top of the market."

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