Daikin Goes Vernacular To Target Tier 2 & 3 Markets

The vernacular approach to their marketing communication is undertaken to stay true to Daikin’s latest brand philosophy of ‘Innovating For Change’

Daikin has introduced their latest brand tagline ‘Innovating For Change’. The brand has opted to go vernacular in its first extensive campaign around the new tagline. In addition to English, the campaign involves marketing communication in 8 Indian languages including Hindi, Malayalam, Marathi, Bangla, Telugu and Kannada.

Staying true to the core brand philosophy of being a technology innovator, Daikin has undertaken an approach which is a refreshing change in the category. The decision was taken after observing an exponential growth in demand from Tier 2 and Tier 3 markets, fuelled by the ‘next billion consumers’ who have better access to cheaper internet in a digitized economy, further accelerated due to the pandemic.

“Daikin has always been at the helm of innovation and its technologies are known for its revolutionary products which are meant to improve the quality of life of its customers.

With this campaign - INNOVATION FOR CHANGE, we have gone all out on print, outdoor advertising and digital canvassing since we believe that in a vivid country like India solicits a 360 degree execution of communication to reach out to the billion plus populace of the country,” said Kanwal Jeet Jawa, MD & CEO, Daikin Air-Conditioning India.

Media is being published across several national and regional online publications, and regional/vernacular targeted search and social marketing provides a nation-wide base to the campaign. The landing pages for the campaign are also created in multiple Indic languages, to provide a well-drafted seamless experience across the user journeys.

Vineet Bajpai, Founder & CEO, Magnon Group adds, “Reaching multilingual and culturally diverse consumers of Tier 2 and Tier 3 markets has now emerged as a priority for brands and marketers. At Magnon we offer end-to-end advertising, digital and production solutions to our clients, and linguistics is the latest addition to our services’ portfolio.

We are proud to be Daikin’s digital agency for many years. We are excited to partner them on their vernacular journey and enable them to reach this vast untapped market.”

Magnon Designory (formerly Magnon\TBWA) conceptualized and is executing the campaign. Magnon has been Daikin’s digital agency partner for almost 2 decades. Daikin’s creative agency partner, Hakuhodo, has conceptualized the new brand tagline.

This extensive campaign by Daikin highlights the importance that progressive brands are assigning to regional targeting and precision marketing tactics enabled by digital advertising.

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