Air cooler brand Symphony has launched an ad film for a new product range with an air purification system, branded iPure. The film has been conceptualised by DDB Mudra West.
The film features people from different age groups at house, engaged in different chores. They cough and sneeze in some kind of a rhythmic sequence. They struggle to cope with the heat and dust, before a voice over introduces a cool solution for pollution – Symphony iPure coolers.
Himanshu Shah, director, sales and marketing, Symphony, said, “There's very little awareness on the need for quality indoor air, especially in cities, where the pollution levels have gone up alarmingly. To add to that, the summers are getting harsher by the year. Purification of the air has practically become inevitable now, along with cooling. Symphony's constant attempt at redefining the air cooler space has taken us to the cusp of innovation, a bold attempt to put two key solutions into one. iPure, as a technology, is not merely the need of the hour, but also a unique value proposition for the buyer who demands more. With the new iPure range, Symphony has created a category."
Rahul Mathew, creative head, DDB Mudra West, said, “The conversation about pollution has always been about ‘Baahar ki hawa’. But the reality is that it’s the same air that resides inside your house as well. And we knew that talking about the poor quality of air inside the house would make for a good proposition. Now we just had to find an interesting way to demonstrate the same to land the iPure technology of Symphony coolers. And that’s what the film does with it cough-sneeze mix.”
Brand: Symphony Air Coolers
Creative agency: DDB Mudra West
Chairman and chief creative officer: Sonal Dabral
National strategy head: Amit Kekre
President, DDB Mudra West: Rajiv Sabnis
Creative team: Rahul Mathew, Jayesh Vaghela, Sunil Krishnan, Sachindev Sreenivasan, Sharat Kuttikat
Account management: Ronak Shah, Vikrant Jain, Manpreetkaur Suchariya
Account planning: Shekhar Pandey, Tania Patel
Films dept: Vishal Sane, Meenaz Lala
Production house: Nirvana Films
Director (film): Kishore Iyyar
Producer: Manjeet Bawa
Music: Karan Kulkarni
Sound design: Kenny