Blue Star, India’s top home appliance brand, teamed up with FCB Interface for an exciting summer campaign featuring the Indian cricketer, Virat Kohli.
The campaign features three new videos that are expected to attract audiences across the country. Drawing on last year’s glory, the series features ‘Heat Woman’ and ‘Bhayankar Garmi’ in addition to the popular ‘Heat Man’.
Continuing the theme of ‘Blue Star Fast Cooling AC, Karde Garmi Ki Chhutti’, the first video named ‘Summer Vacation’ depicts ‘Heat Man’ and ‘Heat Woman’ seeking to devote their summer vacation at Virat’s house. The second film, ‘Dance’, has various ‘Heat Men’ and ‘Heat Women’ attempting to intimidate Virat. The third film, named ‘Bhayankar Garmi’, depicts ‘Heat Man’ entering Virat’s residence alongside ‘Bhayankar Garmi’ and emphasising the Heavy Duty AC from Blue Star.
The campaign can be viewed across various channels – OOH, internet, and dealership collateral – and emphasises Blue Star’s dedication to delivering 100% cooling efficiency even in high conditions.
Girish Hingorani, Vice President – Marketing (Cooling & Purification Appliances) & 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.”