HITACHI ON THE MOVE

ABOUT THE BRAND

A global company with technology, infrastructure, industrial machinery, mobility and consumer solutions, Hitachi has built a solid reputation for innovative, reliable long-term performance in numerous industries. The company has achieved strong brand awareness and recognition by consumers and continues to remain relevant in fast paced urban settings. 

TARGET AUDIENCE

The campaign targeted the public travelling through Surat's daily urban ecosystem. This included all types of individuals, including office commuters, shoppers, residents, and individuals regularly moving between residential neighbourhoods, commercial districts, market areas, and major city corridors throughout the day. 

CAMPAIGN GOALS

The campaign focused mainly on three crucial objectives:

• Maintain consistent brand presence across active city routes
• Reinforce associations with modern and forward-looking mobility
• Build passive brand recall through repeated exposure

Rather than creating a short-term visibility spike, the goal was to ensure that the brand remained regularly visible within everyday city movement.

CHALLENGE

Surat is a very competitive market for outdoor advertising with hoardings, digital screens, retail branding, local promotions and transit media competing for the same public spaces.

In this environment, achieving visibility is relatively easy, but achieving recall is far more challenging. The challenge was to create a media presence that could remain visible throughout the day without relying on disruptive or attention-heavy communication.

The requirement was not simply to be seen once. The requirement was to create repeated exposure across multiple consumer touchpoints within the city.

SOLUTION

To address this challenge, EV bus branding was selected as the primary communication medium.

The choice offered two strategic advantages. First, the buses travelled through multiple parts of the city every day, creating exposure across different audience environments. Second, the medium naturally aligned with themes of modern mobility and future-focused urban infrastructure.

The campaign was planned around routes that provided visibility across:

• Residential commuting stretches
• Commercial and office corridors
• Market areas with regular public movement
• Traffic intersections with higher dwell times

The creative approach prioritised clarity and visibility in motion. Since audiences would often encounter the buses for only a few seconds at a time, the branding focused on:

• Strong Hitachi brand identity
• Clear and readable typography
• Minimal communication clutter
• Consistent visual presence

This ensured that the branding remained recognisable even during brief viewing moments.

RESULTS

The campaign helped strengthen Hitachi’s visibility across Surat’s major movement corridors by creating repeated exposure throughout the day.

The use of EV bus branding enabled the brand to remain present across multiple consumer environments rather than depending solely on fixed outdoor locations.

The initiative also supported associations linked to modern mobility and sustainable infrastructure while helping build passive recall through consistent visibility across familiar daily routes.

CONCLUSION

The campaign showed how transit media could amplify a brand's visibility in cities where the audience is always on the go.

Utilizing EV bus branding, Hitachi was able to continue brand presence on key urban routes, putting forth themes associated with modern mobility. Whereas previously it relied on isolated moments of attention, the communication sought sustained exposure over frequent travel patterns to help maintain the brand's visibility within the city's everyday rhythm throughout the day.