Crompton Greaves promises cool air even on the hottest days

Crompton Greaves Consumer Electricals has released the first TVC for its newly launched Optimus Air Cooler range. Conceptualised by BBDO, it revolves around the idea “Hottest Day Main Bhi Jaldi Cooling” (fast cooling even on the hottest days).

The films starts with a father-son duo getting roasted on their couch due to intense heat. They then call out to their neighbours on the opposite end, who turn on their cooler towards the family, transforming everything that was getting roasted into an instant chill.

Rohit Malkani, vice president, marketing, Crompton Greaves Consumer Electricals said, “We wanted to communicate the superior performance of our product in an interesting and entertaining manner that not only underlines our key messaging but also highlights our technology in an effective way. Our Optimus Air Cooler range follows the basic consumer insight of wanting instant cooling the minute one feels the heat. Our thoughtful design has incorporated a lot of small features in the product that actually make “jaldi cooling” possible like the larger fan blades, a larger ice chamber that’s easy to maintain hence providing uniform cooling. Apart from this there are mosquito nets and an auto drain pump on account of which mosquitos will not find our coolers to be a breeding ground. Our lighthearted tongue-in-cheek messaging not only adds humour but also captures the basic and most important benefits of what our product offers in the long run.” 

Hemant Shringy, CCO, BBDO Mumbai said, “The level of heat that some parts of the country experiences is really high. As is the cooling comfort of Crompton coolers. So, we thought why not create high drama even in the communication. The exaggerated content is clutter-breaking yet relatable. We enjoyed making it, I am sure people will enjoy watching the commercial and the ‘Jaldi Cooling’ of Crompton coolers.”  

The 360-degree campaign will be launched on television and will further be amplified through various other mediums of the media.