or a technology-driven company, coming up with innovative products is only half the job done. The other equally important half is about communicating it successfully. Hitachi wants its products to speak for the brand without making much noise... literally.

Take the new TVC for Quadricool, its window AC brand. The communication singlemindedly focuses on a key advantage - its noiselessness. "Hitachi enjoys a �mass premium� product image and the communication has always been technology driven," explains Rajeev Rakshit, vice-president, Everest Integrated Communications (Delhi), the agency on the account. "There has also been an element of wit in it. The present campaign is on the lighter side and highlights the latest technology."... more