Mumbai: Thermocool Home Appliances has announced a high-impact brand collaboration with the much-anticipated Bollywood thriller RAID 2, starring Ajay Devgn. Produced by Bhushan Kumar, Krishan Kumar, and Kumar Mangat Pathak under the T-Series and Panorama Studios banner, RAID 2 is set to make waves across India — and Thermocool is strategically positioned to ride that momentum.
This brand association marks a significant milestone in Thermocool’s marketing evolution, blending entertainment and advertising to deliver culturally resonant consumer engagement. Featuring Ajay Devgn, the Thermocool ad campaign is already live across multiple touchpoints, including television, YouTube, and various social media platforms. To amplify the campaign’s reach, large-scale hoardings and posters have also been deployed in key metropolitan areas across India.
Tanuj Gupta, Director Sales & Marketing, Thermocool Home Appliances Ltd., expressed his excitement about the partnership, saying, “We are thrilled to be associated with ‘RAID 2’—a film that talks about courage, integrity, and doing the right thing. These are values that we at Thermocool highly admire and mirror in our products and brand philosophy. Joining forces with a dominant star like Ajay Devgn, who has made a significant mark with his performances and influential presence on screen, also helps our efforts reach and engage with homes all over India.”
He further added, “This partnership also showcases our changing marketing strategy, which is centred around high-recall partnerships and more meaningful audience interaction. From in-cinema branding in Tier 1 and Tier 2 cities of North India to curated content and contests on digital media, we are looking forward to bringing Thermocool closer to the people in a memorable manner.”
Ajay Devgn’s on-screen persona, known for strength, justice, and reliability, aligns seamlessly with Thermocool’s brand identity — a provider of dependable, value-driven solutions that serve Indian households.
As RAID 2 builds anticipation among moviegoers, Thermocool is leveraging the film’s emotional and cultural reach to drive stronger brand affinity and visibility. This partnership is expected to boost the company’s market penetration while deepening consumer connection through a powerful fusion of storytelling and utility.
