Blue Star celebrates 'Garmi Ki Chutti' with Virat Kohli

Blue Star has teamed up with FCB Interface for a summer campaign. The campaign, starring brand ambassador Virat Kohli, introduced three new films. The series now includes 'Heat Woman' and 'Bhayankar Garmi', alongside 'Heat Man'.

Taking forward the thought of 'Blue Star Fast Cooling AC, Karde Garmi Ki Chhutti', the first film titled 'Summer Vacation' shows 'Heat Man' and 'Heat Woman' looking to spend their summer vacation at Kohli’s house. The second film, 'Dance', shows multiple 'Heat Men' and 'Heat Women' trying to intimidate Kohli. The third film, titled 'Bhayankar Garmi', shows 'Heat Man' entering Kohli’s house along with 'Bhayankar Garmi', focusing on the Heavy Duty AC from Blue Star.

On the launch of the campaign, Girish Hingorani, Vice- President – Marketing (Cooling and Purification Appliances) and Corporate Communications, said, "The market for room ACs is at its inflection point and is poised to grow exponentially over the next few years. This represents a huge opportunity for us, having over 80 years of AC expertise. The main differentiator of our room ACs is high cooling performance, which results in fast cooling in harsh summer conditions. In addition, we have a new range of Heavy-Duty ACs designed to deliver 100% cooling at even 43 °C and work under temperatures as high as 56 °C. Virat has significantly helped build the company's brand equity, and the TV commercials featuring him last year, which revolved around the personification of heat, were well received. This year, we endeavour to take this theme several notches higher with multiple Garmi characters, enlivened with quirkiness, humour, and simple comprehension amongst first-time buyers."

Rakesh Menon, Chief Creative Officer, FCB Interface, said, "Blue Star Inverter ACs are among the fastest cooling ACs in the market. The brand wanted to communicate this in a quirky yet simple way. Enter Heatman - a metaphor that gets the point across to everyone crystal-clearly."

Agency: FCB Interface

Brand: Blue Star

Group CEO, FCB Group India and South Asia : Dheeraj Sinha

Vice Chairman & Chief Executive Officer : Joemon Thaliath

Vice Chairman & Chief Creative officer: Robby Matthew

Chief Operating Officer: Gaurav Dudeja

Chief Creative Officer: Rakesh Menon

Executive Vice President: Ruchita Purohit

Creative Team: Sricharan C, Sadanand Warpe, Yogesh Bhagat, Vinayak Ghadigaonkar, Pankhil Kaicker

Account Management: Swapnil Jadhav, Twisha Chhaya, Abhijit Rao

Strategy Team: Nithya Padmanabhan, Ashna Shah

Brand Team:

Vice President - Marketing (Cooling & Purification Appliances) & Corporate Communications - Girish Hingorani

Marketing Team - Kevin D’Silva, Ashmitha Shetty, Ajinkya Dalvi

Production House: Fanboy Pictures

Director: Subodh Menon

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