Mumbai: Symphony, air-cooler company providing environment friendly cooling solutions has launched its fresh advertising campaign that recites its world leadership in the sector. The fresh series of Ad Films reinforce Symphony’s highest quality, constant innovation and market dominance in the ‘cooling space’ owned by the brand. With humour as the main tool, the Ad Films showcase the advanced technology, operative power and unique features of the air-coolers that make Symphony synonymous to ‘cooling.’
The new ad film series aims to achieve brand salience and boost affinity for Symphony’s innovations. To the target audience, the ads emphasise Symphony coolers’ cooling effectiveness story in a fun, engaging and entertaining way. There is use of comedy as a natural choice in the films as it builds a repeat and recall value for the brand.
On the launch, Manoj Tapadia, director New Symphony Films, says “The idea behind the ads is to do a campaign with different variants of the coolers and emphasise their unique features but keeping effective cooling as the central theme. We have purposely used totally unrelated characters rather than direct consumers to bring out strong messaging. We wanted to create cute, memorable but totally believable characters and tell the stories through situational comedy.”
Symphony’s President Sales & Marketing, Rajesh Mishra, says, “Symphony owns the ‘cooling’ space in India. The company has been instrumental in inventing and developing cutting-edge air-cooling products that have helped cool consumers across generations. Symphony’s air-coolers have the widest demographics with usage across age-groups, geographies, social-classes, income groups and so on. Our aim is to consolidate our strength and reinforce market dominance by continuous innovation.”
The new creative shall play a strong role to establish the firm supremacy of Symphony coolers in the market and have high top of the mind brand recall as a pioneer in the air-cooling industry.