Symphony's new ad series aims to achieve brand salience, boost affinity for innovations

Symphony, the air-cooler company providing environment-friendly cooling solutions, has launched an advertising campaign to show its leadership in the sector. The fresh series of ad films reinforce Symphony’s quality, constant innovation and market dominance in the ‘cooling space’ owned by the brand. With humour as the main tool, the ad films showcase the advanced technology, operative power and unique features of the air-coolers that make Symphony synonymous to ‘cooling.’

The new series aims to achieve brand salience and boost affinity for Symphony’s innovations. To the target audience, the ads emphasises Symphony coolers’ cooling effectiveness story in a fun, engaging and entertaining way. There is use of comedy as a natural choice in the films as it builds a repeat and recall value for the brand.

The setup of the film series has two security guards who lead the stories to intrigue the audience, tickle their funny bones and introduce Symphony’s features in a manner that's gentle and not forceful. To weave all this together, a creative device was needed which could strongly depict the value. The building security guards who usually work outdoors are the best choice of storytellers as they best appreciate the effectiveness of the air-coolers.

The campaign rides on the thought ‘Pankhe Jitti Bijli mein, Simla Jitti Thandi’, which literally means, in the running cost of a fan, get Shimla like cooling. In order to stress this point we see the senior security guard in every film, saying “I injist” meaning ‘I insist’, in his desperate attempt to flaunt his prowess with the English language.

The ad films are conceptualised and directed by Manoj Tapadia, who is the writer behind Bollywood films like Cheeni Kum and Manorama Six Feet Under. The film’s production house is Offroad Films. The launch will be supported by a television, digital, print and outdoor campaign.

Manoj Tapadia, director, New Symphony Films, said, “The idea behind the ads is to do a campaign with different variants of the coolers and emphasise their unique features but keeping effective cooling as the central theme. We have purposely used totally unrelated characters rather than direct consumers to bring out strong messaging. We wanted to create cute, memorable but totally believable characters and tell the stories through situational comedy.”

Rajesh Mishra, President Sales and Marketing, Symphony, said, “Symphony owns the ‘cooling’ space in India. The company has been instrumental in inventing and developing cutting-edge air-cooling products that have helped cool consumers across generations. Symphony’s air-coolers have the widest demographics with usage across age-groups, geographies, social-classes, income groups and so on. Our aim is to consolidate our strength and reinforce market dominance by continuous innovation.”

The TVCs:

Credits:

Client: Symphony

Ad films conceptualised, directed by: Manoj Tapadia

Production House: Offroad Films

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