Blue Star’s brand ambassador, Virat Kohli, takes center stage in a summer campaign for the air conditioning and commercial refrigeration brand, produced in collaboration with FCB Interface. The campaign introduces three new films, building upon the success of last year’s campaign. This year’s series includes ‘Heat Woman’ and ‘Bhayankar Garmi’, alongside the beloved character ‘Heat Man’.
Continuing the theme of ‘Blue Star Fast Cooling AC, Karde Garmi Ki Chhutti’, the first film titled ‘Summer Vacation’ depicts ‘Heat Man’ and ‘Heat Woman’ seeking respite from the summer heat at Virat’s house. In the second film, ‘Dance’, multiple ‘Heat Men’ and ‘Heat Women’ attempt to outshine Virat. The third film, ‘Bhayankar Garmi’, portrays ‘Heat Man’ entering Virat’s house along with ‘Bhayankar Garmi’, emphasizing the effectiveness of Blue Star’s Heavy Duty AC.
The campaign extends across various platforms, including OOH, digital, and dealership collaterals, emphasizing Blue Star’s commitment to delivering 100% cooling efficiency even in extreme temperatures.
“The market for room ACs is at its inflection point and is poised to grow exponentially over the next few years,” said Girish Hingorani, Vice President – Marketing (Cooling & Purification Appliances) & Corporate Communications.
“This represents a huge opportunity for us, having over 80 years of AC expertise. The main differentiator of our room ACs is high cooling performance, which results in fast cooling in harsh summer conditions.
“In addition, we have a new range of Heavy-Duty ACs designed to deliver 100% cooling at even 43 °C and work under temperatures as high as 56 °C. Virat has significantly helped build the company’s brand equity, and the TV commercials featuring him last year, which revolved around the personification of heat, were well received. This year, we endeavour to take this theme several notches higher with multiple Garmi characters, enlivened with quirkiness, humour, and simple comprehension amongst first-time buyers.”
Rakesh Menon, Chief Creative Officer, FCB Interface, added, “Blue Star Inverter ACs are among the fastest cooling ACs in the market.
The brand wanted to communicate this in a quirky yet simple way. Enter Heatman – a metaphor that gets the point across to everyone crystal-clearly.”
