SRF Floron AC gas keeps it 'cool' under provocation

The two 10-second advertisements establish the "We Cool (AC): What Keeps You Cool" narrative

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Delhi: L&K Saatchi and Saatchi, part of Publicis Groupe India, has conceptualised the latest campaign for SRF Floron AC gas, a SRF brand. 

Titled ‘Cooling Tomorrow Together’, the campaign comprises two films that will be aired on JioCinema at the Indian Premier League. 


The two 10-second advertisements establish the "We Cool (AC): What Keeps You Cool" narrative. 

The films take an exaggerated, humorous route, depicting two scenarios where the protagonists do not get angry despite provocation. 

Depicting everyday situations, the first ad shows a driver staying calm as his expensive car gets hit on an empty road. The second ad showcases a husband being saved from his wife’s fury when he forgets about his dinner date and falls asleep, all thanks to the cooling power of SRF Floron AC gas. 

Through these narratives, the campaign aims to highlight the product's key benefit: its ability to maintain car and room temperature.

Rohit Malkani, Chief Creative Officer, L&K Saatchi and Saatchi in India, said, “It isn’t easy to advertise or tell a story about a product that is neither seen nor heard. We went in search of an ‘Oh! I never knew Floron did that!’ idea. We aimed to bring the AC refrigerant out of its hiding place and give it its rightful value in life situations. The result is a set of films that are fun, quirky, and delightful.”

A SRF Floron representative added, “’Cooling Tomorrow Together’ is more than just a campaign; it's a pledge of tranquillity amidst life's chaos. In collaboration with SRF Floron, L&K Saatchi & Saatchi has artfully captured our vision: to redefine comfort. This initiative aims to engage and enlighten consumers about the technology behind their home cooling appliances and car airconditioning, while cementing SRF Floron's status as the ultimate choice for AC cooling gas in the market.”

Team Credit: 

CEO: Paritosh Srivastava

Chief Strategy Officer - Snehasis Bose

Chief Creative Officer - Rohit Malkani

Brand Partner (planning) - Shadman Alvi

Executive Creative Director - Debanjan Basak

Creative Director - Vikas Gaur

Associate Creative Director - Shilpa Ranga

Sr. Art Director - Akash Kumar

Executive Vice President - Hindol Purkayastha

Sr. Vice President - Amitabh Sreedharan

Associate Vice President - Benny Thomas

Associate Brand Director - Paras Talwar

Brand Services Associate - Harshit Nigam

National Films Head (Publicis): Jiggy (Jignesh) Maru

Executive Producer (Agency): Rahebar Sonawalla