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50°C? No sweat, says Blue Star’s new TVC

Conceptualised by Interface Communications, the TVC communicates that Blue Star’s VRF airconditioning system works non-stop even at 50°C when most activities come to a standstill

BestMediaInfo Bureau | Delhi | April 11, 2013

Blue Star is launching a new TVC on their new VRF air-conditioning system that works non-stop even at 50°C. Created by Interface Communications, the TVC captures the need of today’s businesses to keep working come what may, and the new product helps them do just that, even if the temperature outside soars to 50°C.

A leader in commercial airconditioning for the last seven decades, Blue Star has built on the positioning of being ‘Experts in cooling’. This message is taken further by the new TVC.

The creative idea takes a leap from the fact that at 50°C, most things stop which at times means life stops. Everything comes to a standstill, like aircraft being stopped from taking off, cameras failing and even stepping out seems impossible. But when it comes to offices which have the Blue Star VRF Airconditioning System, work never stops.

Girish Hingorani, GM – Corporate Communications & Marketing, Blue Star, said, “The VRF airconditioning system market has been growing significantly over the last few years and has found appeal in various multi-zone areas such as offices, hotels, hospitals, educational institutes and premium villas. Most other VRF AC systems trip or are ineffective at 50 degrees, but the Blue Star VRF works non-stop. Our new TVC leverages this differentiator effectively. We are the only brand that has been running a TVC on VRF systems over the past few years and the new commercial will further strengthen the image of Blue Star’s VRF systems.”

Robby Mathew, National Creative Director, Interface Communications, commented, "We wanted to own this magic number of 50 degrees – a temperature at which only the Blue Star VRF works. While brainstorming on this we came across data that showed that cameras, planes, people, etc., don’t work when temperatures go as high as 50 degrees. Once we had this interesting info, all we did was dramatise this fact.”

Shailesh Gupte, VP, Interface Communications, added, “The Blue Star VRF Airconditioning system has a very unique product story – it works even at 50 degrees Celsius. The task on hand was to communicate this proposition in a very simplistic manner yet deliver Blue Star expertise in cooling large spaces.”

The TVC:



Creative Agency: Interface Communications

National Creative Director: Robby Mathew

Account Management: Shailesh Gupte, Bambi Diventry, Manoj Ramrakhiani, Shraddha Upadhyay

Agency Producers: Alpa Jobalia, Ganesh Iyer

Production House: Highlight Films

Director: Sunhil Sippy

Producer: N Prakash

Music Director: Ashu

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