A wacky commercial, conceptualized by FCB Interface, combines the thrills of a sci-fi movie with a terse brand message ? that Blue Star air-conditioners are backed by VRF technology
BestMediaInfo Bureau | Mumbai | May 16, 2016
The cool, blue and grey interiors of the research centre of an air-conditioner brand witnesses an unwanted intruder. A tiny spy camera with transmitters flies in through the air-conditioner duct and flits about the laboratory, taking photographs. Scientists are engrossed in building an air-conditioner, whose cooling functions are undeterred at temperatures of 43 degrees Celsius at the the Bluestar research centre.
Then robotic bee sent to spy on the scientists is remote controlled by three people sitting in a van somewhere on an abandoned street. The robotic bee looks upon the Blue Star air-conditioner with X-rays eyes to cull information out of it. The X-ray vision reveals an air-conditioner with exceptional qualities like a 100 per cent built-in inverter, cooling at 56 degrees Celsius and so on.
The three men monitoring images sent in by the robotic bee are thrilled with the outcome of the espionage ? when splat! The robotic bee has been discovered and crushed by the force of a folder that landed on it, for it has been found by a scientist at the laboratory. End of video and the beginning of a sotto voiced warning that when the most advanced technology is used in an air-conditioner, âyou could expect some unnecessary attentionâ. The tagline âNobody cools betterâ follows.
FCB Interface, which has conceptualized the film, has deftly blended in the thrills of a science fiction movie with a terse brand message. It rolled out the campaign for Blue Star on May 9. Robby Mathew, Chief Creative Officer, FCB Interface, said, âThe brief for Blue Starâs VRF IV Plus was particularly challenging. We had to spin a story with an engaging plotline that also showcased four important features of the product. After many brainstorming sessions within the agency and with the client, we came up with a plot that takes off on hi-tech spy thrillers, has the quirky Blue Star touch and does full justice to a product thatâs truly cutting edge.â
The ad film tells a quirky tale of espionage that unfolds dramatically, which incidentally has been the trademark of Blue Star advertisements. In an earlier film, hosts would detect guests attempting to overstay their welcome at a party, camouflaged amidst the furnishing.
B. Thiagarajan, Joint Managing Director, Blue Star Limited, said, âBlue Star VRF IV Plus is the countryâs first âMade in Indiaâ 100 per cent inverter VRF system. With unique features such as 100 per cent capacity at even 43Â°C, non-stop cooling even at a peak ambient temperature of 56Â°C, very high IPLV of 7, wide voltage range of 360 V to 460V, 1000m piping length and smart controllers, this is a state-of-the-art VRF system and is truly unmatched. With this product, we have proven that an Indian manufacturer equipped with the right technology and robust research and development capabilities can develop a product that is best-in-class and can challenge any product globally and our ad film communicates this effectively.â
The advertisement was first launched on Discovery channel and TLC on May 9 and then on National Geographic, Sony Pix and ESPN HD on May 11.
Client: Blue Star
Agency: FCB Interface
National Creative Director: Robby Mathew
Account Management: Ruchita Purohit, Manoj Ramrakhiani, Subham Chowdhury
Creative team: Sricharan C, Srijith Nambiar, Adith Fernandes
Agency Producers: Alpa Jobalia, Ashish Barot
Production House: Future East Films
Director: Ashim Ahluwalia