Akabishi
Project - Strategy, Design, Communication (Print, OOH, Magzine,InShop, Catalogues, EDM)
Akabishi is a consumer-focused air conditioning brand committed to delivering comfort, reliability, and energy-efficient technology. Competing in a highly cluttered market of established players, the brand needed to carve out a distinct identity while staying relatable to everyday customers.
The Challenge
The air conditioning market is saturated with global and regional players, each eying for consumer attention. For Akabishi, the challenge was clear
Stand out in a competitive, price-sensitive category.
Build brand visibility and trust across multiple channels — from stores to streets to catalogues.
Deliver consistent messaging that worked in both aspirational (OOH, magazine ads) and conversion-focused (in-shop, catalogues, EDMs) touchpoints.
The Solution
We partnered with Akabishi to create an integrated communication framework that brought the brand to life across all consumer-facing channels.
Strategy
Defined positioning around “cool comfort, everyday reliability”.
Design
Modern, clean visual identity with consistent colors, typography, and imagery across print and digital.
Communication
Crafted sharp, relatable messaging tailored to each medium — aspirational for outdoor/magazine, functional and persuasive for in-shop and catalogues.
Understood consumer behavior — customers often compare brands at stores, while aspirational influence comes from outdoor and print ads.
Unified Akabishi’s look and feel across OOH, catalogues, magazine ads, EDMs, and in-shop branding.
OOH → Bold visuals + minimal copy for instant recall.
In-Shop → Product benefits, specifications, and offers designed for easy decision-making.
Catalogues & Magazines → “Choose a career, not just a job. Genpact is now in Madurai.”
EDMs → Personalized messaging to nurture post-inquiry interest.
Focused on trust, energy efficiency, and everyday comfort.
Focused on trust, energy efficiency, and everyday comfort.