Hitachi creates five-minute long anthem #NothingDirty with Rapper Badshah

The YouTube video, that promotes the air-conditioner's self cleansing feature, has crossed a million views.

This is a category that strives on innovation, so the consumer durables brand Hitachi has its eyes set on the digital savvy 'netizens' who are high on any innovation. To capture their attention, the company has associated itself with rapper Badshah (Aditya Prateek Singh Sisodia) for the quirky summer anthem #NothingDirty, which highlights the automatic cleaning feature of its iClean air conditioner.

In the over five-minute video, Badshah, who is apparently known for his ability to turn any lyrics into a foot-tapping number is thrown a challenge by video jockey Bani J on behalf of Hitachi. The task at hand is to come up with the next big chart-topper by turning some gross lyrics into the "coolest and cleanest" song of the summer -- just like Hitachi's iClean Plus technology that automatically cleans the AC's filter. The result is a cool, fun, and upbeat anthem, about which there's #NothingDirty.

Conceptualised and executed by Dentsu Creative Impact, the digital video released on YouTube has fetched over a million views. The audio composition and lyrics are by Badshah. Shiraz Bhattacharya is the director, as well as the director of photography.

Part of Dentsu Inc., Dentsu Aegis Network is made up of eight global network brands, namely, Carat, Dentsu, Dentsu Media, iProspect, Isobar, mcgarrybowen, Posterscope, and Vizeum, and is supported by its specialist/multi-market brands which include Amnet, Amplifi, Data2Decisions, Mitchell Communications (PR), psLIVE, and 360i. Then there are its local brands Dentsu Webchutney, Milestone Brandcom and WATConsult. The network in India also comprises four independent, full-service advertising agencies: Dentsu Communications, Dentsu Marcom, Dentsu Creative Impact, and Taproot Dentsu. Dentsu Aegis Network is headquartered in London and operates in 110 countries worldwide, with over 23,000 dedicated specialists.

Dentsu Creative Impact was set up in 2006 to expand Dentsu India's business portfolio and to focus on unexplored business potential.