In a competitive category Summercool Appliances uses Bollywood among other mediums to forge a stronger consumer connect. Bollywood actor Emraan Hashmi earlier this year had come on board the home appliances company, , for its ad campaign, “Stay Cool with Summercool.” The new ad campaign involved premium footage of Emraan’s new action-thriller Ground Zero.
From a marketing perspective, Summercool Home Appliances says that it focusses on accessing its core consumer group in tier-II and tier-III cities with a strong emphasis on affordability, accessibility, and emotional connection. It says that its USP is providing outstanding value for money, specifically suited for customers of expanding markets.
Medianews4u.com caught up with Ashutosh Gupta, Director of Sales and Marketing, Summercool Home Appliances Ltd
Q. From a marketing perspective what are the focus areas and priorities of Summercool Home Appliances?
From a marketing perspective, Summercool Home Appliances focusses on accessing its core consumer group in tier-II and tier-III cities with a strong emphasis on affordability, accessibility, and emotional connection. The brand approach involves developing storytelling that consumers can relate to, based on real consumer experiences, so as to achieve a greater emotional connection.
Collaborations are driven by audience relevance, ensuring the brand shows up where its users are most active—whether it’s in cinemas, on digital platforms, or across social media. With a keen focus on platforms such as YouTube, Instagram, and local influencers, Summercool applies focussed messaging to market effectively to future customers and establish long-term brand loyalty.
Q. In a competitive category what is Summercool Home Appliances’ USP?
Summercool Home Appliances’ USP is providing outstanding value for money, specifically suited for customers of expanding markets. With our strong knowledge of this segment, we are able to engineer products that meet their taste in terms of quality, price, and features. By maintaining affordability without sacrificing performance, we compete positively with domestic brands as well as foreign brands.
With a robust distributor network of more than 400+ partners, we ensure our 500+ SKUs reach over 25 million customers efficiently across high-potential markets. Backed by a 4 million sq. ft. manufacturing unit, our scale and reach enable swift and reliable product availability, where and when consumers need it.
This combination of customer-focussed innovation, market-segmented insight, and dependable service makes Summercool a respected value brand within a fiercely competitive marketplace.
Q. Will the company adopt a multichannel marketing strategy where traditional and digital equally play a role? What are the key markets and TGs that will be targeted?
Summercool adheres to a strong multichannel promotional strategy that addresses both conventional and digital media in the best proportions to achieve maximum outreach and impact. Conventional channels build trust in fast-growing cities, where air coolers remain essential, while digital media strengthens brand presence in tier-I markets.
A diverse product portfolio—including high-demand categories like televisions and washing machines—fuels our expansion by meeting the evolving needs of a broader consumer base.
The intent is to make Summercool a reliable, reachable, and affordable home brand in the country. Bringing reach and relatability together, the brand wants to build long-term consumer trust and achieve consistent growth in India.
Q. Could you talk about the marketing campaigns and innovations running and in the pipeline?
Summercool is consistently investing in high-impact, cinema-driven advertising campaigns to increase brand salience and emotional connection.
Strategic partnerships with Bollywood movies such as FATEH (Sonu Sood), Sikandar (Salman Khan), and Ground Zero (Emraan Hashmi) are powering immersive, multi-platform campaigns across television, digital, outdoor, and cinema advertising. The partnerships are aimed at positioning the brand with mass popularity and aspirational narratives.
In addition, with brand ambassador actress Kainaat Arora, Summercool celebrates 30 years of excellence. As the company looks to the future, it is also developing socially motivated campaigns and CSR initiatives—enhancing community engagement while solidifying its reputation as a reliable, value-based Indian brand.
Q. How was the tie-up with Bollywood actor Emraan Hashmi received? What role will Bollywood and cinema play in the marketing mix in 2025?
The partnership with Bollywood star Emraan Hashmi has been well-received, injecting star power and cinematic appeal into our “Stay Cool with Summercool” campaign. With high-end content from the much-awaited movie ‘Ground Zero’, the campaign resonates on an emotional level with audiences by fusing high-octane storytelling and day-to-day comfort. Premastering the ad for cinema release prior to Ground Zero showtimes provides rich, immersive interaction.
In 2025, Bollywood will continue to be an influential marketing tool, providing mass reach, cultural relevance, and emotional connection. This strategic inclusion of cinema as part of our marketing mix is what makes our brand more recallable and increases our connection with a varied, entertainment-oriented consumer base.
Q. Does the bulk of marketing activity usually take place in the April-June quarter?
Summercool’s marketing efforts are based on market trends and events during the course of a year, not limited to any one quarter such as April-June. We emphasise using high-profile intervals, such as large cultural events like the Mahakumbh, and associating with social causes such as “Make in India.”
Our approach is to collaborate with movie stars, influencers, and high-profile events that appeal to our desired audience. Through strategic investment in these opportunities, we secure year-round brand exposure and interaction, establishing touchpoints that foster long-term consumer connections and keep the brand top-of-mind throughout the calendar year.
Q. Companies increasingly expect marketing to drive actual ROI. Does Summercool adopt a similar approach?
At Summercool, marketing is not only a strategic growth driver but also one with a clear and quantifiable focus on driving measurable ROI. The company takes a performance-oriented approach by linking campaigns with concrete business results, be it brand awareness, engagement, or conversions.
Campaigns with high-impact films and influencers are likewise judiciously chosen to maximise relevance and resonance in the target audience. Summercool is also applying data-driven social marketing to maximize reach and make campaigns more efficient.
Through the combination of storytelling and performance measurement, the brand guarantees that every marketing effort not only creates awareness but also impacts sales, customer acquisition, and brand equity in the long run.
Q. Hyperpersonalisation is a priority across categories this year. What are Summercool’s plans in this regard?
At Summercool, hyper personalisation is a guided strategy through in-depth customer understanding. We proactively seek feedback in the form of surveys, online reviews, social media, and direct service interactions to remain intimately attuned to changing consumer tastes.
This ongoing cycle of interaction allows us to hone both product attributes and marketing communication. Through data analytics, we design targetted campaigns that address the specific requirements of our audience in tier-II and tier-III cities.
This customer-focussed, insight-driven strategy not only increases product salience but also builds deeper emotional bonds, increases satisfaction, and enhances brand loyalty in an extremely competitive marketplace.
Q. When a customer interacts with a brand regardless of the touchpoint like a website, social media, physical store, or mobile app the experience must be consistent. What tactics does Summercool adopt to ensure that this happens?
At Summercool, we prioritise a seamless and consistent customer experience through all touchpoints. We take an omnichannel approach that synchronises our physical stores, website, social media, and e-commerce sites to produce a single brand experience.
Through customer feedback from various touchpoints—surveys, reviews, social media, and face-to-face interactions—we coordinate our messaging and quality of service through channels. Our visibility on channels such as Amazon and Flipkart facilitates reachability with consistent product presentation and service quality.
Whether customers interact online or offline, they experience a unifying brand voice, trustworthy support, and a frictionless buying experience that fosters trust and boosts loyalty.
Q. What role is AI playing in helping the company craft superior storytelling and also innovate from a product point of view?
AI is important for storytelling and product innovation for our appliances. AI interprets customer tastes, seasonal behavior, and buying habits to make personalized, targeted marketing campaigns that appeal to our consumers; this increases interaction and conversion.
On the side of product innovation, AI refines cooler design by examining the performance of the coolers, customer complaints, and the environment. This allows the creation of energy-saving, long-lasting, and easy-to-use coolers, ensuring that they fulfill certain consumer demands while enhancing overall functionality. AI, therefore, drives both design and functional innovations.
Q. Could you talk about the B2B marketing strategy to help strengthen the distribution network?
Summercool’s B2B strategy is aimed at deepening and broadening its distribution channel through trust establishment, channel alliance, and constant interaction. The brand emphasises enabling distributors and retailers with personalised marketing assistance, co-branding initiatives, and region-specific promotions to trigger sales at the grassroots level.
Regular dealer meetings, trade incentives, and local visibility activities build loyalty and recall. With the alignment of business goals with partner success, Summercool provides a mutually rewarding environment.
The strategy is embedded in accessibility, transparency, and relationship-based marketing, making the brand not only a supplier but a dependable partner in sustained business expansion.
