New Delhi: Blue Star, the air conditioning major, has recently entered the air cooler market with its own brand: Windus. Drawing on their cooling expertise of nearly 75 years, the company has integrated the unique Cross Drift technology in its air coolers, a design advancement which not only allows the air cooler baffles to retain water longer but also ensures uniform water distribution. The result is distinctly better cooling when compared to conventional air coolers. Now, Blue Star in association with their advertising partner FCB Interface, has created an ad film that communicates this benefit in a truly interesting manner. Four young women visiting their friend’s house on a hot summer day slip into winter wear just before entering the house. And why? Because their friend’s house has a Windus air cooler from Blue Star.
B Thiagarajan, Joint Managing Director, Blue Star Ltd. says, “Blue Star launched its range of Windus air coolers last year with the strategic goal of pursuing new opportunities in areas adjacent to its current businesses. The new TV commercial for the upcoming summer highlights that the Windus range of air coolers provides winter-like absolute cooling even in the scorching summer season. The communication focuses on a stylish imagery for the product, along with maintaining Blue Star’s premium brand personality in the minds of the consumers. The Company continues to increase its investments in this product category, with the objective of establishing Blue Star as a significant player in this segment.”
Niteen Bhagwat, Vice Chairman, FCB Interface says, “The attempt is to bring freshness and style to a mature category. In a style that is visual so that you get the message even if you do not hear the audio.”
Robby Mathew, CCO, FCB Interface says, “What do you do when you enter a category where everyone’s saying the same thing in the same way? The answer is this film. A simple plot where guests are padding up in layers to visit a Blue Star home in summer! The beautiful lensing, the music and Blue Star’s offbeat humour, all come together to make a film that is way outside the category.”
Credits:
Client: Blue Star
Agency: FCB Interface Communications
Chief Creative Officer: Robby Mathew
Account Management: Ruchita Purohit, Manoj Ramrakhiani, Krunal Varia
Creative team: C Sricharan
Agency Producers: Alpa Jobalia, Stanley Christian
Production House: Method Films
Director: Llyod Baptista
