Campaign India Team
Apr 29, 2014

Symphony promises to cool, beautifully

Watch the ad film conceptualised by DDB Mudra

Air cooler manufacturer Symphony has launched an ad film for its range of window coolers. The film conceptualised by DDB Mudra highlights the brand’s proposition of ‘Kare khoobsurti se thanda’ (cools beautifully).

The film features a grumpy dad complaining that just because it is Sunday, it does not justify his son sleeping till late. He picks up a newspaper while an elderly woman (his mother) is seated close by and chanting with prayer beads. The young boy walks into the living room and hesitantly hands over a school report card to his father. The angry father comments that the figures do not even add up to 100. He’s shocked when his son reveals that it is actually the father’s report card, when he was in class seven. His scores are 10 per cent better, he adds. The father falls silent, and a voice over explains that like the boy ‘cooled’ his father beautifully, so do Symphony Window Coolers. It underlines that not just do the coolers cool, they also look beautiful.

Rajesh Mishra, associate vice president, marketing, Symphony Limited, said, “In the hardcore air cooler markets, unbranded segment continues to dominate and one of the reasons is that these coolers are made for window installation, which is the preferred installation method in those markets. Symphony entered the air cooler market in 1988 with the introduction of a window cooler that had looks of an AC and the model was a great success. As we progressed, we started focusing on all the markets and also entered many other countries. The product designs were being made to appeal to the global consumers and we had slim designs, tower coolers and many other models that were aesthetically very good looking and portable. These coolers were ideal room coolers. However, in our quest to have the right models for the global needs, we somehow lost focus on tapping the large window cooler market and even though we had some models that were ideal for window installation, we did not communicate enough about them. Now, with the introduction of India’s first branded window cooler range, we intend to have greater focus and with an aggressive communication plan we hope to get a larger chunk of this market.”

Rahul Mathew, creative head, DDB Mudra, said, “With Symphony we've often borrowed from life to make our point. So to launch its beautiful range of window coolers we yet again looked into the lives of Indians. And found that we all know people who know how to cool down the most heated of moments in an effortless and beautiful manner. It's from there that we arrived at "Kare khoobsurti se thanda" and decided to use such individuals to announce the Symphony Window Coolers that does quite the same.”

Credits

Client: Symphony Cooler

Creative agency: DDB Mudra West
Chairman and chief creative officer: Sonal Dabral
Office head: Rajiv Sabnis
Creative head - West: Rahul Mathew
Business head: Ronak Shah
Creative team: Sharat Kuttikat, Jayesh Vaghela, Ravi Shanker, Dipen Patel, Swathy Sreekumar
Account management team : Vikrant Jain, Shishir Shah, Arnab Das Gupta
Account planning: Amit Kekre, Shekhar Pandey, Vinayak Dubey
Films department: Achyutanand Dwivedi
Production house : ShowandTell
Director: Nitish Sharma
Producer: Anil Sonawane
Executive producer: Sunil Sharma
DOP: Sejal Shah

Source:
Campaign India