Summercool collaborates with 'De De Pyaar' De 2 for new brand campaign

Summercool Home Appliances has entered into a branding collaboration with De De Pyaar De 2, featuring Ajay Devgn and Rakul Preet Singh, as part of its latest campaign titled ‘Summercool life bnaye wonderful’. The partnership integrates premium film footage with Summercool’s product communication, positioning the brand alongside a national theatrical release to reach cinema-going audiences across India.

The film, directed by Anshul Sharma, features Devgn, Singh and R. Madhavan in a romantic comedy centred on generational expectations and contemporary relationships. As part of the association, Summercool’s campaign will run across major cinema halls before screenings of De De Pyaar De 2, ensuring substantial on-ground visibility during a period of high audience footfall.

The collaboration forms a key component of Summercool’s integrated marketing strategy aimed at reinforcing the brand’s youthful, accessible and contemporary image. By linking the energy and humour of the film with the brand’s cooling solutions, the campaign aims to connect with consumers seeking relatable narratives and everyday comfort.

The new advertisement featuring Devgn and Singh is already live across television, YouTube and other social media platforms. The rollout is supported by large-format outdoor placements, including hoardings and posters across metro cities, to widen the campaign’s reach. The film-inspired creative approach highlights the idea of staying cool and comfortable, echoing the tone and themes of the movie.

Ashutosh Gupta, director – sales and marketing, Summercool Appliances Ltd., said the partnership represents more than a typical brand–film association. He noted that, as a homegrown brand, Summercool aims to align with content that reflects contemporary India and resonates with younger audiences. Gupta added that the campaign is designed to strengthen consumer trust, reinforce brand relevance during the wedding and festive season, and position Summercool as a smart and stylish choice for Indian households.