The ad highlights the automatic cleaning feature of its
iClean air conditioner that is woven very cleverly with this campaign. In the
over five-minute video, Badshah, who is known for his ability to turn any
lyrics into a foot-tapping number is thrown a challenge by video jockey Bani J
on behalf of Hitachi. The task at hand is to come up with the next big
chart-topper by turning some gross lyrics into the "coolest and
cleanest" song of the summer -- just like Hitachi's iClean Plus technology
that automatically cleans the AC's filter. The result is a cool, fun, and
upbeat anthem, about which there's #NothingDirty.
“It was great working with the team at Hitachi on this
campaign. Badshah understood the brief perfectly and created a track that is
entertaining yet quirky and in sync with the communication objective of the brand.
We are happy people have loved this ad and the track and we will sure be
creating some new exciting content in 2016 too.” Adds Kiran D’cruz, National
Head – Brand Partnerships at Sony Music India
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