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Symphony's winning proposition that fan-owners can't refuse

This summer, Symphony & DDB Mudra West have attempted to give a solution to the heat in a humorous way with their latest campaign – 'Pankhe, what is this?'

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Symphony's winning proposition that fan-owners can't refuse

Symphony's winning proposition that fan-owners can't refuse

This summer, Symphony & DDB Mudra West have attempted to give a solution to the heat in a humorous way with their latest campaign – 'Pankhe, what is this?'

BestMediaInfo Bureau | Mumbai | March 26, 2015

Symphony Click on the image to watch the TVC.

This summer, Symphony and DDB Mudra West have attempted to give a solution to the heat in a humorous way with their latest campaign – 'Pankhe, what is this?'

Crammed between fans on one hand and air conditioners on the other, Symphony has been trying to expand 'Coolers' as a category with the benefits of comfort cooling, great looks, great value and versatility of usage (outdoor, inverter, etc.).

While this strategy has worked well, it addressed a rather limited audience who had to be convinced logically. The brand needed a more provocative, aggressive approach to expand their footprint and hence, it was imperative that the agency looked at an alternative; a larger source of business – the fan market.

The objective of the latest campaign is to provoke the 'fans only' households to upgrade to Symphony air coolers. However, in doing so, Symphony ran the risk of being boxed with fans, distancing itself from ACs. The challenge was to keep the brand (and the category) aspirational, while at the same time urging consumers to upgrade from fans.

The 40-second ad film starts with two heavily sweating, tired men sitting on a sofa, grumbling about the unbearable heat and looking at their ceiling fan with expectant eyes. The scene rolls into a jingle highlighting the helplessness of fans, albeit sarcastically. In tandem, the film captures a montage of various situations of a family spending summer days indoors, fighting the heat while desperately trying to extract more out of the fans. Towards the end, a voice over introduces Symphony air coolers as the much sensible option to fight the adverse summer heat.

Rajesh Mishra Rajesh Mishra

Commenting on the campaign, Rajesh Mishra, Associate Vice-President, Marketing, Symphony, said, “Symphony has been growing at a CAGR of about 30 per cent for the past five years, and in order to maintain that, we needed to look beyond our regular TG and decided to broaden our base. There are 160 million+ households in India that have only fans and no other cooling devices. The obvious upgrade for them is air coolers to beat the scorching Indian summers, and to make sense to this large consumer group, we needed a strong proposition.”

He further said, “Our R&D team had been working on making our coolers more energy efficient and now, we have coolers that work on an operating cost of a fan. We feel that coolers running on electricity cost, which is the same as a fan is a great proposition and decided to focus on this key USP. So, we briefed the agency to have a communication that looked relevant to the fan users and to highlight our key USP. While the campaign will be focused on television, it will be suitably supported by print, digital, radio and also through local activation.”

Rahul Mathew Rahul Mathew

Rahul Mathew, Creative Head, DDB Mudra West, added here, “While the campaign was to urge fan-only households to upgrade, the fan is not the enemy in our campaign. It's actually the victim. It's not physically or mechanically in this case, possible for a fan to combat the harshness of summers. But still one considers the presence of heat as the incompetence of fans. Our campaign urges them to stop pointing fingers at the fan and get home Symphony air coolers to take on the scorching summer.”

The ad film is the first phase of the integrated marketing campaign, which is scheduled to have print, radio, digital and outdoor phases to it.

The TVC:

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

Credits:

Agency: DDB Mudra West

Chairman and Chief Creative Officer: Sonal Dabral

President, DDB Mudra West: Rajiv Sabnis

Creative: Rahul Mathew, Sharat Kuttikat, Jayesh Vaghela, Srijan Shukla, Dipen Patel, Sunil Krishnan

Account Management: Ronak Shah, Vikrant Jain, Shishir Shah, Arnab Das Gupta

Account Planning: Amit Kekre, Shekhar Panday, Vinayak Dubey

Films Dept: Vishal Sane, Vishal Agarwala

Info@bestmediainfo.com

Info@BestMediaInfo.com

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