Madison Creative has bagged the account of Amtrex Hitachi Appliances, which has launched a new range of airconditioners.

The Amtrex range is being repositioned as 'My Lifetime PC' to cater to Indian consumers who are getting more discerning, while retaining a taste for reliability and durability, according to Madiscon Creative executive director Prabha Prabhu.

Amtrex Hitachi, a Rs 3700 million JV between the Lalbhai group and Hitachi has launched 14 new AC models under the Amtrex range.

The new line-up includes a full range of Window AC (with & without Remote) and a whole new Split AC range- Sleek Indoor Unit and a new look Floor - Ceiling Mounted Split AC, ranging from 1.0 to 4 TR. The Amtrex air-conditioners offer a host of features and high quality standards like power saving, hi-efficiency, intelligence, durability and convenience, according to an official release.