Daikin crafts a cool place for bus commuters, wows Delhi

Giving a real time experience was the entire idea behind Daikin executing a path-breaking innovation in the OOH space. This high-quality air conditioning brand optimised the BQS efficiently for its brand promotion. In association with Laqshya Solutions, the brand converted a regular BQS into an air conditioned BQS by installing two air conditioners of 1 ton each inside the shelter. The idea was to provide the common man on the street some relief from the scorching sun and thereby create brand value in the market.

The innovation is attracting a huge number of passengers to the shelter to spend some time and get relief from the heat. As Shamik Nandi, Assistant General Manager - Marketing & Communications, Daikin India said, “Investing in community can never go wrong. This activity is a perfect example of disruptive marketing and innovative thinking, where users voluntarily experience our air conditioners, enjoy the benefit of the same in this scorching heat and go back home with a lifetime memory".

Interestingly, Laqshya Media Group which ideated and executed campaign had created the world’s first air conditioned BQS in Dubai in 2007-08. While talking about this specific campaign, Atul Shrivastava, Group CEO, Laqshya Media Group, said, “The brand was quite proactive when we discussed ideas on Live Innovations for creating OOH landmarks during their campaign. We came up with several ideas, shared them with Team Daikin and they promptly approved the idea of air conditioned BQS. Once the idea was approved by the client, our Creative and Operations teams acted swiftly and executed the same.”

Such powerful idea took no time to go viral on social media and other platforms. “Innovation as a concept has become excessively associated with only technology, whereas innovations are needed for processes / everyday needs of communities”, said Shamik. On the hand, Atul gave credit to the client for their support and setting up an example for the authorities to follow.