Symphony iPure promises cool solution to tackle in-house pollution

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.”

 

Credits

 

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