Symphony campaign: Storytelling is fresh and brave

Cooling large houses is a difficult and expensive proposition. The new model from Symphony- Storm is a revolutionary cooler in terms of its size and shape - one of its kind in the world. It can cool large houses like no other.

Symphony is world's leading brand in air coolers. Over the years the brand has developed a unique language. Agency's task was to launch the new model in a never before manner. The chosen story is part real, part gimmick, part Bollywood masala and part social message. It simply says that heat can make people crazy. It makes them go out and do things that are bizarre. Powerful people live in large houses and if they are irritated by heat, they could really go berserk. Thankfully now, Symphony Storm will keep these people indoors and in check, is what the story all about.

Storytelling is fresh and brave. Though it borrows from Bollywood quite literally, it makes it fun and very relatable to every Indian.

Commenting on the campaign, Ravinder Siwach, Group Creative Director, Mudra Ahmedabad, said, "Communication in this category is pretty much feature led so we decided to do something that will make people 'say what was that'!? Think this is the first time anybody has used a feature film footage in a commercial."

Rajesh Mishra, GM, Marketing, said, "Symphony is a very strong brand. It is the world leader in Air Coolers globally. Storm is truly revolutionary product ' a tower cooler that can cool large spaces, looks absolutely premium and comes loaded with an array of features. We wanted a very unique launch communication for it in our unique Symphony language. We experimented a bit with the execution and at times even had second thoughts about taking the risk. But today I am happy to share that we have been able take it at a level above. The rest is for the audience to judge."

Credits:

ECD: Ravinder Siwach

Business Head: Shekhar Pandey

Production House: Hello Robot

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