Thermocool has released a new TVC featuring Saif Ali Khan, marking a significant moment in its ongoing brand transformation. Earlier this year, the company refreshed its identity through a redesigned logo, updated packaging and a revised communication approach aimed at consumers who are increasingly aspirational in their lifestyle choices. This shift is captured in the brand’s sign-off line, ‘Aspired Living’, which is intended to reflect Thermocool’s focus on contemporary, reliable and design-driven home appliances.
The new TVC is based on the idea ‘Thermocool, India ka Naya Andaaz’, and references the evolving tastes and style preferences of modern India. Khan’s persona, defined by an urbane and contemporary appeal, is positioned as a natural fit for the brand’s updated identity. His association supports Thermocool’s aim to move from its earlier regional perception to a broader national profile that resonates with a style-conscious audience. The association spans the company’s core categories, including coolers, refrigerators, air conditioners and washing machines, where design and functionality strongly influence consumer decision-making.
Rajeev Kumar Gupta, managing director at Thermocool Home Appliances Limited, 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.” He noted that the TVC leverages Khan’s screen presence while amplifying the brand’s refreshed visual language, enabling wider audience reach and reinforcing its updated positioning.
Tushar Gupta, director of operations at Thermocool Home Appliances Limited, said that the campaign aligns with shifts in lifestyle choices across the country. He added that Khan’s persona complements the brand’s modernised look and contributes to communicating its updated identity across markets.
Tanuj Gupta, director of sales and marketing at Thermocool Home Appliances Limited, stated: “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.”
The ‘Thermocool, India ka Naya Andaaz’ campaign is planned as a 360° integrated rollout over the coming months. The activation will include digital-led initiatives, visibility programmes on the ground and an expanded TV presence later in the year. Khan will serve as a long-term ambassador, supporting Thermocool’s objective of building stronger consumer affinity. The brand has reported steady positive growth in recent years, and the campaign aims to build on this momentum.
As digital penetration continues to grow, consumer expectations and product discovery patterns are rapidly evolving. Thermocool views the campaign as part of a wider approach to remain aligned with emerging trends, strengthen category presence and expand market reach. The company plans to increase visibility, reinforce product appeal and invest in targeted storytelling to support its next phase of expansion and build preference among households nationwide.