Bureau, New Delhi
Waiting for a bus is a tough task in Delhi's heat. The national capital this year has seen temperatures soaring to a maximum of 44+ degrees.
Heatwaves in the country have really become a cause of concern in the last few years with reports suggesting that thousands of recorded deaths has been caused by the severe weather condition in the past few years.
Daikin Industries, a leading innovator and provider of advanced, high-quality air conditioning that has remained committed to consumer wanted to do something for the Delhi heat -stricken mass.
Daikin India in collaboration with Laqshya Solutions, the OOH arm of the Laqshya Media Group initiated a first ever concept of AC Bus Stand at Delhi. The idea behind this concept was to give the common man on the street some relief from the scorching sun. Two 1- ton ac has been placed inside the bus stand covered through a transparent film to easily see the road sight. The passengers can now comfortably wait at the bus stand and enjoy their wait in the otherwise unbearable weather.
Speaking on the campaign, Mr. Atul Shrivastav, Group CEO, Laqshya Media Group said, "Laqshya enjoyed OOH partner status with Daikin for a long time. They were quite proactive, when we discussed ideas on Live Innovations for creating OOH landmarks during their campaign. We ideated a number of ideas, shared with Team Daikin and they promptly approved the idea of Air conditioned bus queue shelter. Once the idea was approved by the client, our Creative and Operations teams acted swiftly and executed the same. It was a powerful idea and heat wave in Delhi made it more relevant and need based innovation. Within no time, it was on social media, TV News, FM Radio and across the country. We must thank the client to support the idea and setting up an example for the authorities to follow. Incidentally, Laqshya Media Group is also known for creating the world's first Air Conditioned Bus Shelter, which was done in Dubai in 2007-08."
Commenting on the success of the campaign, Shamik Nandi, Assistant General Manager - Marketing & Communications, Daikin India said, Innovation as a concept has become excessively associated with only technology. whereas innovations are needed for processes / everyday needs of communities.
"Investing in a community and people within, can never go wrong. This activity is a perfect example of disruptive marketing and innovative thinking, where users voluntarily experiences our air conditioners, enjoy the benefit of the same in this scorching heat and goes back home with a lifetime memory".