Industrial Automation Magazine India

Mitsubishi Electric aims to position itself as an empathetic brand with a human-centric approach that delivers integrated services and solutions.

Gurugram, 19th December 2023: Mitsubishi Electric has embarked on a remarkable journey as a premier global leader in the manufacturing of electric and electronic equipment. The brand established its presence in India in the late 1950s. Today, the company stands as a beacon of innovation, offering a diverse array of high-quality products and solutions. From cutting-edge Air Conditioners and Automotive Equipment to Elevators & Escalators, Factory Automation & Industrial Systems and Semiconductors & Devices, the company continues to redefine its excellence in the industry.

Mitsubishi Electric aims to position itself as an empathetic brand with a human-centric approach that delivers integrated services and solutions by emphasizing on sustainability and commitment for a better future, aims to build trust, engagement, and preference to establish itself as a Circular Digital-Engineering Company in India and partner for the country's growth.

The company launched its corporate strategy in May 2023 with an aim to provide Integrated Solutions to address diversifying social challenges, in five key areas of establishing a Carbon Neutral Society, building a Circular Economy, ensuring Safety and security, Inclusion and uplifting the Lives and Well-Being of people uniting all these capabilities inside and outside of the Group.

This new advertising campaign "India's Partner For A Sustainable Future" is an extended support to the brand's 'Partnering India's Dream to be No. 1' campaign with an aim to enhance the brand presence and further supporting the nation in addressing the key social challenges through integrated solutions and products.

The new campaign of Mitsubishi Electric India came up with the launch of a Brand Film based on the 'Light of Enrichment' which elegantly highlights its dedication to fostering India's sustainable progress. Embodied in the radiant vermilion of dawn—a color reflecting its corporate identity and the promise of a new era—the campaign film illustrates how innovations illuminate lives, from urban landscapes to rural classrooms. The 'Light of Enrichment' sweeps across the film, symbolising Mitsubishi Electric's transformative touch across India's diverse parts, guiding electric vehicles on family journeys, enabling children to learn technology, and driving efficiency in manufacturing through its diverse solutions.

In the 1st phase of the campaign, a 140-second digital film has been created on the theme of Circular Digital-Engineering Company aiming to achieve sustainability and enrich lives at its core which will be launched and promoted through digital platforms. This campaign aims at a larger prospect of enriched digital branding avenues in the coming phases.

The film was shot in the last week of October 2023, with a crew of more than 120 people in 03 days covering over 09 locations across 04 cities. The film has been conceptualised by Hakuhodo Sync Pvt Ltd, produced under the Production house Epitome, directed by Alex Avella, executive producers are Govind Agrawal, Manisha Agrawal, and the music has been created by Sagar Kapoor along with voiceovers from Vishal Menon.

In order to stand committed to its vision to provide a Sustainable Future for India, Mitsubishi Electric also launched a new Manufacturing Facility at Talegaon located in Pune on 08th December 2023 which supports the make-in-India initiative by intensifying the production facilities across the country. 

Enlightening the launch of this new digital campaign, Mr Kazuhiko Tamura, Managing Director, Mitsubishi Electric India said, "We are a purpose-driven brand dedicated to build a better nation, emphasizing our contributions to sustainability, innovation, smart information and societal well-being with the vision of nation-building and positive change. This new campaign is a testimony of how Mitsubishi Electric is supporting in shaping a brighter and sustainable future for India through its extensive solutions."