With the onset of summer, Blue Star has launched a campaign for its inverter air-conditioners, building on its proposition of ‘office-like cooling at home’. The ad film has been conceptualised by Interface Communications.
The film features a middle-aged male protagonist. In an office cooled by a Blue Star AC (at 24 degrees), he displays a series of spirited dance moves dressed in a formal suit. While people are busy at work, he grooves to the BoneyM song Daddy Cool. When he steps out of office, the music stops and so does his dancing. His sombre mood lifts as he enters home - the song and dance resumes. The home is also cooled by a Blue Star AC, it is revealed, at 24 degrees. A voice over says, ‘Cool in the office, cool at home’. A super signs off saying, ‘Breathe Easy’.
Girish Hingorani, GM – corporate communications and marketing, Blue Star, said, “The market for inverter ACs is showing promising signs of growth. Significant power savings, intelligent features and perfect cooling are likely to make this technology the future of room ACs. Being leaders in office cooling, we realise that it’s a matter of time before this category catches the fancy of the home buyer. This ad highlights the sheer delight of experiencing the Blue Star inverter AC and will help us reinforce our expert image.”
Robby Mathew, national creative director, Interface Communications, said, “Blue Star’s advertising has always been quirky. And this one is no different. A corporate type who can’t dance to save his life, breaks into some ‘ludicrously cool’ dance steps in the office and then at home. All to make the point that Blue Star is the company that offers office like cooling at home!”
Shailesh Gupte, VP, Interface Communications, added, “The advertising builds on the proposition of ‘Office like cooling at home’ in an entertaining way. An iconic track and a ‘cool’ guy ‘dancing’, is sure to stay back in the viewers’ mind.”
Creative agency: Interface Communications
National creative director: Robby Mathew
Associate creative director: Rakesh Menon
Account management: Shailesh Gupte, Manoj Ramrakhiani
Agency producers: Alpa Jobalia, Stanley Christian
Production house: Future East Films
Director (film): Ashim Ahluwalia