Mumbai: Blue Star, a cooling solutions provider, has launched the third season of its highly successful “Garmi Ki Chhutti” campaign, bringing in Virat Kohli as the face of the brand. Conceptualized and executed by VML India, the campaign takes an entertaining and action-packed approach, positioning Blue Star Air Conditioners as the ultimate heat-busting solution.
This season, the campaign introduces multiple menacing “Garmi” (heat) characters, each representing different types of extreme heat conditions. With Virat Kohli playing the central role, the campaign humorously showcases how Blue Star ACs effortlessly defeat these “Garmi” villains, making summers more comfortable for consumers.
With IPL fever at its peak, Kohli’s immense popularity adds an extra layer of excitement to the campaign, reinforcing Blue Star’s position as India’s go-to cooling brand.
“After two successful campaigns featuring Blue Star versus heat characters, we wanted to elevate the concept while ensuring it remained memorable,” said Girish Hingorani, Vice President – Marketing (Cooling & Purification Appliances) & Corporate Communications, Blue Star Limited. “The new campaign highlights multiple ‘Garmi’ characters in various scenarios succumbing to the superior cooling of Blue Star Air Conditioners, with Virat Kohli playing a central role.”
The campaign includes four distinct TV commercials (TVCs), each depicting everyday scenarios where Kohli and Blue Star ACs take on extreme heat with ease.
Babita Baruah, CEO, VML India, explained the creative approach behind the campaign, “Our task was to leverage the ‘Garmi Ki Chhutti’ concept and integrate Virat Kohli in a more active way. The campaign stays true to the essence of what made the previous seasons successful, particularly with respect to the tone, characters, and themes, but shown in a more fun way.”
The “Garmi Ki Chhutti” campaign will be rolled out across:
- Television commercials
- Digital & social media platforms
- Outdoor advertisements and billboards
- On-ground activations during IPL 2025
