Partnering with India to Help it Realize its Ambitions

27th March, 2019

With a population of 1.2 billion and annual economic growth reaching the seven percent range in the past couple of years*, India has emerged as a global player. By implementing dynamic reforms, the nation is now striving to further improve the lives of its citizens. As a trusted partner, we at Mitsubishi Electric are working to accelerate India's advancement with our broad range of products and solutions.

*According to the World Bank.

Supporting India's Growth as a Long-term Partner

We first made our presence felt in India in the late 1950s. Back then, India's Second Five-Year Plan (1956-1961) set rapid industrialization as a key goal for the nation, with railway expansion positioned as an important initiative. As a member in a consortium of Japanese companies, we delivered electric locomotives to India. This was no easy task as the locomotives had to withstand high temperatures and monsoons that sharply contrast with Japan's climate. Motivated by the strong desire to make people's lives in India more convenient, our employees worked tirelessly to produce locomotives of exceptional quality and performance. This landmark contribution to India's infrastructure helped industry flourish.

As a comprehensive electric and electronic equipment manufacturer, we have since continued to support India's development with our other products and solutions, including air conditioning systems, automotive equipment, elevators & escalators, factory automation systems, semiconductors & devices, and transportation systems.

Campaign Shows How Our Solutions Are Accelerating India's Growth

Nation-building initiatives such as "Make in India" and "Skill India" were launched by the Indian government to help transform the nation into a major manufacturing hub and develop the vocational skills of its youth. At Mitsubishi Electric, we share India's passion to raise its game. To communicate how we are supporting India's vision, we launched an advertising campaign called "Partnering India's Dream to be No. 1."

The campaign features a series of video clips that showcase how our businesses are accelerating development while touching upon the common aspirations of people in India. In addition to an omnibus video, six video clips for each of our main businesses in India—air conditioning systems, automotive equipment, elevators & escalators, factory automation systems, semiconductors & devices and transportation systems—will be released. Whether it is the speed and efficiency of our elevators, or our involvement in metro projects that keep subway commuters moving on time, the videos show how we are working to improve lives in India.

Clarifying Our Brand Image and Offerings in India

Talking about the new brand campaign, Katsunori Ushiku, Managing Director, Mitsubishi Electric India Pvt. Ltd., said, "The campaign resonates the brand's strength as a premium quality electric and electronic equipment company and explains how as a brand we are ready to support India to grow further. As an integrated brand campaign our purpose is to clarify our brand image and offerings. We will make extensive use of available digital technology to reach out to existing and new customers through this campaign and will support them in the best possible way."

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