The campaign, conceptualised by Interface Communications, is aimed at bringing alive the air conditioner brand’s new proposition: ‘Nobody cools better’
BestMediaInfo Bureau | Mumbai | March 17, 2015
Blue Star has rolled out a new TV campaign for its inverter range of home air conditioners. The film, conceptualised by Interface Communications, is aimed at bringing alive the brand’s new proposition: ‘Nobody cools better’.
The film is set in a home where the guests have just left and the tired host and hostess are looking forward to some much needed rest, when they notice something amiss. Unknown to them, some guests have overstayed, thanks to Blue Star’s cooling.
Elaborating on the brand’s evolution over the years, B Thiagarajan, Executive Director and President - AC&R Products Business, Blue Star, said, “The differentiated value proposition to the residential audience over the last few years has been ‘Get office-like cooling at home’, which leveraged Blue Star’s expertise in cooling offices. Given the fact that Blue Star is now well entrenched in the residential segment, we felt it prudent to communicate a new value proposition of ‘Nobody Cools Better’, which highlights our unmatched expertise, experience and deep understanding of the science of cooling. Our tone continues to be premium, modern and aspirational, and this TVC will help us further strengthen our equity amongst the discerning home buyers.”
Noting that “people not wanting to leave a well-air conditioned room” was the insight that the agency worked on, Niteen Bhagwat, Executive Director, Interface Communications, explained, “(This) breaks the category clutter and is a welcome departure from the sameness of air conditioner advertising. The client team and the agency took a risky bet and the research tells us that consumers love it.”
“The creative idea of ‘blending in’ was a mother to execute. Shot live with minimal CG, the end result does justice to Blue Star’s quirky advertising,” added Robby Mathew, National Creative Director, Interface Communications.
Client: Blue Star
Agency: Interface Communications, Mumbai
National Creative Director: Robby Mathew
Account Management: Shailesh Gupte, Manoj Ramrakhiani
Creative team: Rakesh Menon, Chhavi Sahni
Agency Producers: Alpa Jobalia, Sukirth Rao
Production House: Firecracker Films
Director: Sunil Sippy