Blue Star has rolled out a new TV commercial for its inverter range of home air conditioners under the value proposition of ‘Nobody cools better’. The ad film has been conceptualised by Interface Communications.
The ad film is set in a home where the guests have just left and the tired hosts are looking forward to some much needed rest when they notice something. Some of their guests haven’t left the house. They appear to have camouflaged themselves with the host’s furniture in order to avoid being asked to leave. When they are spotted, they leave unwillingly and the film ends with a voiceover and super reading ‘Nobody cools better'.
B Thiagarajan, executive director and president- AC & R Products Business, Blue Star, said, “The differentiated value proposition to the residential audience over the last few years has been ‘get office-like cooling at home’, which leveraged Blue Star’s expertise in cooling offices. Given the fact that Blue Star is now well entrenched in the residential segment with an overall nine per cent market share in room ACs, we felt it prudent to communicate a new value proposition of ‘Nobody cools better’ which highlights our unmatched expertise, experience and deep understanding of the science of cooling. Our tone continues to be premium, modern and aspirational and this TVC will help us further strengthen our equity amongst the discerning home buyers."
Niteen Bhagwat, executive director, Interface Communications, commented, “A powerful consumer insight ‘people not wanting to leave a well-airconditioned room’ delivered in a style that breaks the category clutter and is a welcome departure from the sameness of air conditioner advertising. The client team and the agency took a risky bet and the research tells us that consumers love it.”
Robby Mathew, national creative director, Interface Communications, added, “The creative idea of ‘blending in’ was a mother to execute. Shot live with minimal CG, the end result does justice to Blue Star’s quirky advertising. “
Client: Blue Star
Creative agency: Interface Communications, Mumbai
National creative director: Robby Mathew
Account management: Shailesh Gupte, Manoj Ramrakhiani
Creative team: Rakesh Menon, Chhavi Sahni
Agency producers: Alpa Jobalia, Sukirth Rao
Production house: Firecracker Films
Director: Sunhil Sippy