Daikin India in 2018 has focused on high visibility ad strategies. The 2018 season of the Indian Premier League witnessed Daikin India coming together with Delhi Daredevil for an On Player and On Ground Activation. Daikin highlighted its partnership with the DD team by creating immense social media buzz. The amplification began with a fun video shoot with the cricketers, which revealed the fun side of the players. This shoot was also extensively covered by Sportskeeda, an all-sports website, creating a ripple effect directed toward generating buzz on digital.
The On Ground Activation was seen on Delhi Daredevils’ first home match with Kings XI Punjab, wherein the team played with #ItsCool mirroring on the team jersey for the entire match. It was the first time that a player is made part of an On Ground Activation by a brand during the entire match time, that echoes the brand sentiments and promise of filling the air with goodness. The association has been rewarding for Daikin in terms of taking the brand to the masses. Cricket in India is like religion and IPL has massive followership, so as the team sponsor, the Daikin message was amplified to more than 1 billion people in the Indian sub-continent. The DD team and Daikin worked hand-in-hand to ensure the brand equity reached a pinnacle in terms of eyeballs as well as media exposure.
To add on to the cricket fever and excitement, Daikin further launched a cool AR filter for Facebook. This activity garnered a lot of traction, and was taken up by many enthusiastic players, as well. During these on-going activities, Daikin made sure that communication was not one way, and made sure to respond to the many queries and concerns that cropped up on Twitter, pertaining to the team.
Daikin India cheered the players and also there was a contest for its fans on social media. Delhi Daredevils also showed its love for its sponsor 4th year in a row with its communication for the entire day being woven around #ItsCool. The cover video saw a total of 45,000 views and the social contest saw over 30,000 entries. Twitter saw nearly 300 million impressions and almost 14,000 tweets in a span of 3 hours with 52,000 engaged users across platform.
Daikin Innovation was amongst the Top 8 Global Innovations in the Classic Category at the Sorento, Italy FEPE Congress during June 2018. Laqshya Solutions, the OOH arm of the Laqshya Media Group initiated the first ever concept of AC Bus Stand at Delhi. The idea behind this concept was to give the common man on the street some relief from the scorching sun. Two 1 ton ACs were placed inside the bus stand covered through a transparent film to easily see the road sight. The passengers could comfortably wait at the bus stand and enjoy their wait in the otherwise unbearable weather.
The campaign made news by being the only campaign from India to be featured as one of the Top 8 campaigns at a global platform like FEPE. The innovation was appreciated and applauded for being high on Innovative concept with a purpose. This activity was an example of disruptive marketing and innovative thinking, where the common man did not just experience the brand but, benefitted the same during the most needed time.