Mumbai: SRF Floron, a manufacturer of ozone-friendly refrigerants, has unveiled its latest campaign, ‘Pata To Chalega’, featuring actor Pankaj Tripathi. Conceptualised by McCann India, the campaign seeks to draw attention to a largely overlooked factor in air conditioning performance—the quality of the refrigerant powering the cooling system.
With air conditioners increasingly becoming an essential household purchase, SRF Floron’s campaign highlights how consumer decision-making often focuses on appliance features and brands while the refrigerant itself remains largely invisible in the purchase journey.
Through the campaign, the company aims to build greater awareness around how refrigerant quality can influence cooling efficiency and long-term performance of air conditioning systems.
Built around the proposition that better gas makes all the difference, the campaign challenges the common perception that all AC refrigerants perform the same. The film positions Floron as the unseen enabler of superior cooling and sustained performance.
Featuring Pankaj Tripathi in a light-hearted musical narrative, the campaign uses humour and relatable scenarios to simplify a technical category and make the role of refrigerants easier for consumers to understand.
Commenting on the campaign, Preetosh Shrimali, Senior Vice President and Business Head, SRF, said, “Consumers care deeply about cooling but rarely think about what makes it possible. Our challenge was to make the refrigerant category relevant and memorable without making it technical. Pankaj Tripathi’s credibility and relatability helped us bring that story to life in a simple, human way. This campaign is an important step towards building the refrigerant category while reinforcing FLORON’s position as India’s most trusted Cooling Gas brand. By increasing awareness and understanding, we aim to drive category growth, strengthen consumer preference, and create long-term value for the business.”
Speaking about his association with the brand, Pankaj Tripathi, celebrated Indian actor, said, “Authenticity and quality are values I deeply believe in, which is why partnering with Floron felt natural. As a trusted brand that has quietly enabled comfort in Indian homes for years, Floron stands for reliability and excellence. It was a pleasure shooting this campaign, and I look forward to being part of the brand’s journey with the SRF Floron family.”
Sharing the strategic thinking behind the campaign, Ashima Mehra, Managing Partner, McCann India, said, “The most powerful category building opportunities often lie in what consumers overlook. With Floron, we transformed the category conversation from product specifications to real-life comfort, making it more accessible, consumer-facing, and meaningful in everyday moments. Anchored in a universally relatable behaviour—assuming what we can’t see doesn’t matter—we’ve created a campaign that builds both category relevance and commercial value.”
The campaign is being amplified across television, digital platforms, social media, and the broader trade ecosystem, allowing the brand to engage not only end consumers but also dealers and technicians.
