Partha Sen
Head-Marketing, Johnson Controls –
Hitachi Air Conditioning India Ltd.

Message – Brand to Retail

With a combined bouquet of Hitachi’s innovative and technologically advanced air conditioners and refrigerators, offers and easy finance schemes that anyone can avail, we wish a healthy, wealthy, and prosperous festive season to everyone.

India is a country well known for its many festivities. The string of festivals that is celebrated from September to October gives us another reason to rejoice and celebrate life. Adding more to the reasons for celebration, Hitachi is offering a golden opportunity to everyone to bring home the best of Japanese innovation and world class products that come bundled up with the best festive offers they can get. This festive season, we are ensuring that consumers stand benefitted on the purchase of room air conditioners, refrigerators and air purifiers.

We are promoting our Super Premium refrigerator series which is Made in Japan (MIJ) and side by side 3-door refrigerators. These higher capacity models offer the best in class inverter technology with dual fan cooling, vacuum insulation panels, intelligent controls and much more. We are also promoting our premium 4-door bottom freezer refrigerators, 4-door big French top freezer refrigerators and super big 2-top freezer refrigerators this season. Hitachi’s side by side 2-door refrigerators with its advanced state-of-the-art technology and rich looks, offers a balanced freezer-refrigerator space to the consumers.

Hitachi also offers air purifiers that are 100 percent made in Japan which is an assurance of superior quality and advanced technology. Designed to purify the air inside residential spaces, these air purifiers come equipped with advance proactive filtration system which includes allergen free HEPA filter and heavy duty deodorizing filter  that removes PM 2.5 particles, reduces seven main odor components and collects up to 0.3 mm of dust particles.

To add to the delight of the consumers, we are offering Triple Zero Finance offer on our refrigerators and air purifiers which includes 0 down payments, 0 processing fee, and 0 percent interest.

As for our consumers who want to bring home the superior and advanced technology and cooling of Hitachi’s split ACs, we are promoting our expandable inverter technology which provides comfort in any condition with 60 percent faster cooling, 20 percent more moisture removal, and 10 percent higher performance than other inverter air conditioners.

Currently, Hitachi has 18 models in its lineup which are 5 star inverter ACs and green as well. Keeping in mind the environmental issues, Hitachi is also overhauling its lineup with green refrigerant. Its entire Inverter lineup is green with R410A refrigerant. In fixed speed ACs and window ACs also, Hitachi has introduced R32-based models this year. We are offering a bouquet of five offers to our consumers on our split ACs. We are offering 10 years warranty on compressor, 5 years warranty on controller, 2 years warranty on AC, Triple Zero Finance offer, and free installation on split ACs.

We have extensively promoted our campaign in tier-II and tier-III cities this time to ensure that more and more people are able to get benefitted with our schemes and finance offers. To be omnipresent, we have also covered online shopping platforms and multi brand modern trade chains as well.

Thus, in order to reach out to our customers in the best possible way and to enable them to derive the maximum out of our schemes and offers, we are basing our advertising campaign on four pillars which are – print, digital, OOH as well as retail level promotional activities. We are very confident about the success of our festive campaign and are optimistic to see good growth in our sales figures riding on the back of this festive campaign.

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