Air conditioner maker Blue Star has launched a campaign, building on its proposition of ‘office-like cooling at home’. The TVC created by Interface Communications aims to increase awareness for the brand.
The TVC is based on two people - one is the old male boss at office, and the other is the wife at home. Both of them are shown to be angry through their movements and expressions. Jazz music in the background indicates their fury. Once the Blue Star AC is switched on, the two instantly calm down. Their body language changes and so does the music. The voice over speaks the proposition: ‘Cools the boss in office; cools the boss at home’.
Girish Hingorani, general manager - corporate communications and marketing, Blue Star, said, “Over the last couple of years, Blue Star has been aggressively targeting the residential segment and has made deep inroads across the country including the non-metros. Our central airconditioning pedigree has helped in home consumers perceiving the brand to be premium and sophisticated. Our objective was to create a commercial which would have a wide spread appeal and at the same time retain the high aspiration levels of the brand.”
On the film, Robby Mathew, national creative director, Interface Communications, said, "This is one of the most challenging projects that we have handled for Blue Star, split-second timing, humour, acting and music, they all came together to create this gem of a film.”
Shailesh Gupte, vice president, Interface Communications, added, “In a market which is cluttered and driven by features, it is critical to create differentiation. We have leveraged the brands biggest strength – its equity in cooling offices.”
Creative agency: Interface Communications
National creative Director: Robby Mathew
Account management: Shailesh Gupte, Bambi Diventry, Manoj Ramrakhiani, Shraddha Upadhyay
Agency producers: Alpa Jobalia, Stanley Christian, Ganesh Iyer
Production house: Jamic Films
Director: Nikhil Rao
Music director: Rupert Fernandes