Symphony has rolled out its latest ad film ahead of the arrival of summer. Conceptualised by DDB Mudra West, the film takes a humorous look at beating heat by questioning the existing paradigm of fans.
The film titled, “Pankhe, What is this?” (Fans, what is this) is a montage of typical summer scenes as you see the many protagonists suffering in the sweltering Indian heat. The film opens with two heavily sweated, tired men sitting on a sofa, grumbling about the unbearable heat and looking at their ceiling fan. The scene rolls into a catchy jingle highlighting the helplessness of fans, albeit sarcastically. In tandem, the film captures a montage of various situations of a family spending horrible summer days indoors, fighting the heat while desperately trying to extract more out of the fans. During the course of the film, we see frustrated grandmother playing around with the fan knob with the hope of getting just a little more air to grown men sticking their head in the freezer to try and cool down. Towards the end, a voice over introduces Symphony air coolers as the much sensible option to fight the adverse summer heat.
Rajesh Mishra, associate vice president-marketing, Symphony Limited, said, “Symphony has been growing at a CAGR of about 30 per cent for the past five years and in order to maintain that we needed to look beyond our regular TG and decided to broaden our base. There are 160 million+ households in India that have only fans and no other cooling devices. The obvious upgrade for them is air coolers to beat the scorching Indian summers and to make sense to this large consumer group, we needed a strong proposition. We feel that coolers running on electricity cost same as a fan is a great proposition and decided to focus on this key USP. So, we briefed the agency to have a communication that looked relevant to the fan users and to highlight our Key USP. While the campaign will be focused on television, it will be suitably supported by print, digital, radio and also through local activation.”
Rahul Mathew, creative head, DDB Mudra West, said, “While the campaign was to urge fan-only households to upgrade, the fan is not the enemy in our campaign. It’s actually the victim. It’s not physically, or mechanically in this case, possible for a fan to combat the harshness of summers. But still one considers the presence of heat as the incompetence of fans. Our campaign urges them to stop pointing fingers at the fan and get home Symphony air coolers to take on the scorching summer.”
The ad film is the first phase of the integrated marketing campaign which is scheduled to have print, radio, digital and outdoor phases to it.
Creative agency: DDB Mudra West
Chairman and chief creative officer: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
Creative: Rahul Mathew, Sharat Kuttikat, Jayesh Vaghela, Srijan Shukla, Dipen Patel, Sunil Krishnan
Account management: Ronak Shah, Vikrant Jain, Shishir Shah, Arnab Das Gupta
Account planning: Amit Kekre, Shekhar Panday, Vinayak Dubey
Films dept: Vishal Sane, Vishal Agarwala