Blue Star promises 'office like cooling at home'

Conceptualised by Interface Communications, the latest TVC takes forward the brand proposition a step further with a 'ludicrously cool' dance by a corporate type

BestMediaInfo Bureau | Mumbai | March 27, 2014

Click on the image to watch the TVC.

Through its latest campaign for inverter air-conditioners, Blue Star has taken forward its “Get office like cooling at home” proposition to the next level. With residential buyers preferring 'specialists' rather than 'generalists', Blue Star has positioned itself as an expert when it comes to cooling.

Prospective buyers believe that Blue Star is a leader in central air-conditioning. Through its advertising, the company wants to communicate that this expertise is what you get when you install a Blue Star AC in your home.

The latest TVC shows a serious looking boss dancing around in the office to the 'Daddy Cool' song by Boney M. The music stops abruptly when he steps out of the office and so does his 'cool' dance. When he reaches home, the song and dance resumes. The TVC ends with the voiceover saying: “Cool in the office, cool at home.”

Girish Hingorani, GM – Corporate Communications & Marketing, Blue Star, said, “The market for inverter ACs is showing promising signs of growth. Significant power savings, intelligent features and perfect cooling are likely to make this technology the future of room ACs. Being leaders in office cooling, we realise that it's a matter of time before this category catches the fancy of the home buyer. This ad highlights the sheer delight of experiencing the Blue Star inverter AC and will help us reinforce our expert image.”

Robby Mathew, National Creative Director, Interface Communications, explained, “Blue Star's advertising has always been quirky. And this one is no different. A corporate type who can't dance to save his life, breaks into some 'ludicrously cool' dance steps in the office and then at home. All to make the point that Blue Star is the company that offers office like cooling at home.”

Shailesh Gupte, VP, Interface Communications, added, “The advertising builds on the proposition of 'office like cooling at home' in an entertaining way. An iconic track and a 'cool' guy dancing – it is sure to stay in the viewer's mind.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Interface Communications

National Creative Director: Robby Mathew

Associate Creative Director: Rakesh Menon

Account Management: Shailesh Gupte, Manoj Ramrakhiani

Agency Producers: Alpa Jobalia, Stanley Christian

Production House: Future East Films

Director: Ashim Ahluwalia

Info@BestMediaInfo.com

Info@BestMediaInfo.com