MUMBAI: Thermocool, which works in the area of home appliances, has announced the launch of its new TVC featuring Bollywood star Saif Ali Khan. Early this year, Thermocool underwent a makeover, introducing a new logo, packaging, a modern style of communication, and a creative direction built to connect with consumers who are aspirational and want the best out of life. This change also captures the new positioning of the brand encapsulated in its sign-off line, “Aspired Living,” which reflects Thermocool’s commitment to enhancing lifestyles through modern, stylish, and reliable products.
Conceptualised on the core idea ‘Thermocool, India Ka Naya Andaaz’, this new TVC takes cues from modern India’s evolving tastes, preferences, and style sensibilities. With his suave and urbane persona, effortless charm, and progressive outlook, Khan the company explains complements the refreshed identity of the brand. His presence reinforces Thermocool’s repositioning from a primarily regional brand to one that resonates with a wider, fashion-conscious national audience. The association extends across key lifestyle categories: coolers, refrigerators, air conditioners, and washing machines, in which style, functionality, and aspiration drive consumer choices.
Rajeev Kumar Gupta, MD, Thermocool Home Appliances said, “This campaign marks a pivotal moment in Thermocool’s transformation journey. Our vision has always been to empower consumers with products that elevate everyday living, and ‘Aspired Living’ captures this philosophy perfectly. With Saif Ali Khan on board, we are confident of strengthening our aspiration-driven identity and connecting more deeply with modern consumerism.” While encapsulating Saif’s relatable wit and charismatic screen presence, the TVC amplifies the new visual brand appeal and communicates its modern ethos far more effectively. This refreshed storytelling enables Thermocool to reach and connect with a wider audience base while strengthening its aspiration-led communication strategy. The commercial states that the brand will play a crucial role in showcasing an upgraded design language and driving increased consumer engagement in an increasingly competitive market.
Tushar Gupta, Director of Operations at Thermocool Home Appliances said, “India’s lifestyle preferences are changing fast, Thermocool understands the changing pattern in modern indian consumer and our new TVC perfectly resonates with this change. Saif’s persona gels with the new look and feel of our brand as we try to convey the modern and stylish persona of the brand. This campaign would play a vital role in cementing our position across markets.”
Tanuj Gupta, Director Sales & Marketing, Thermocool Home Appliances said, “Thermocool has seen phenomenal growth over the last couple of years, and this new 360° campaign is strategically aimed at leveraging the growth that the brand has achieved so far. Saif brings great aspiration value to the brand, and we believe this association will go a long way in strengthening our connection with consumers and helping Thermocool be the first choice in homes across the country.”
Strategically, ‘Thermocool, India ka Naya Andaaz’ is a 360°integrated campaign that will be rolled out over the next few months. The activation plan comprises digital-first initiatives, on-ground visibility drives, and an extended TV rollout in the latter part of the year. With Saif Ali Khan as a long-term brand ambassador, Thermocool seeks to harness his wide appeal to further drive brand affinity and build on its aspiration quotient among key audience cohorts. Over the last couple of years, Thermocool has reported consistent positive growth; this is a testament to the increasing adoption of the brand.
The new campaign has been crafted to leverage this growth momentum. Also, with increasing digital penetration, consumer exposure has increased immensely, and hence consumer expectations & demands are also evolving rapidly; therefore, it is imperative to stay abreast with changing consumer trends and keep filling up the voids.
The company added that it believes that this refashioned communication approach, backed by the magic of Saif, will help Thermocool stand out in the market and further fortify its position in the category while propelling it closer to becoming a preferred household brand across India. Having set up a solid foundation for stable expansion, the brand is getting ready for its next phase of expansion. Increased visibility, building product appeal, and expanded reach through targeted storytelling and high-impact campaigns are planned.
