Dentsu Aegis agency, Dentsu Impact, has created everyday moments in a TV campaign designed to shed perceptions in India that Hitachi air conditioners are too expensive. The creative agency said it faced a unique challenge of retaining the brand’s premium image but making it accessible. The ads feature Indian actress Samantha Prabhu applying make up in one, and sinking into a sofa in another. Dentsu Impact chief creative officer Soumitra Karnik said it wanted the campaign to capture simple, everyday moments in a bid to overcome the perception that the brand was beyond reach for many Indians. – Mumbrella Asia