Crompton launches its first TVC for its new range of Air Coolers

The scorching summer heat is back making us all grab onto anything that helps you keep cool this season. In order to showcase quick cooling that can keep you cool all summer long, Crompton Greaves Consumer Electricals Ltd., India’s leading consumer durable company released its very first TVC for the newly launched Optimus Air Cooler range. Demonstrating what a summer tandoor roast looks like in the most humorous way possible, this short film presents how “Crompton Air Coolers gives you Jaldi Cooling, even on the Hottest Day.”

With each passing year, the increase in temperatures and intensity of heat can quickly turn our summer days into summer blues. Moreover, this extreme heat can also make our daily activities seem even more tedious to complete when we feel like we are roasting on a skewer. During this summer tandoor-like season, whether we are in the office, at home, coming back from the outdoors or even just relaxing inside, we all need that instant blast of chill / cooling relief immediately to get rid of the heat. In order to replicate what a summer tandoor looks / feels like, Crompton has launched its first ever multimedia campaign for its air coolers - “Crompton Air Coolers gives you Jaldi Cooling, even on the Hottest Day” highlighting how one can transform their hottest day, where they are roasting just like a tandoor on a skewer, into the most chilled day with just a click of a button thanks to the Optimus Air Cooler range.

Commenting on its new TVC launch for the brand’s air cooler category, Mr. Rohit Malkani, Vice President, Marketing, Crompton Greaves Consumer Electricals Ltd. said, “We wanted to communicate the superior performance of our product in an interesting and entertaining manner that not only underlines our key messaging but also highlights our technology in an effective way. Our Optimus Air Cooler range follows the basic consumer insight of wanting instant cooling the minute one feels the heat. Our thoughtful design has incorporated a lot of small features in the product that actually make “jaldi cooling” possible like the larger fan blades, a larger ice chamber that’s easy to maintain hence providing uniform cooling. Apart from this there are mosquito nets & an auto drain pump on account of which mosquitos will not find our coolers to be a breeding ground. Our lighthearted tongue-in-cheek messaging not only adds humor but also captures the basic and most important benefits of what our product offers in the long run.”

Conceptualized by BBDO, the story is a slapstick comedy that starts with a family actually getting roasted on their couch that is rotating like a skewer in their home because of the intense heat. Calling out to their neighbors on the opposite end for help - a couple who is comfortably wrapped up in a blanket - they express their torment of how this heat has actually turned them into a “summer tandoor”. Coming to their rescue, the couple tells them that they not only need a simple cooling but a “jaldi cooling” with none other than Crompton’s Desert Air Coolers that ensures air delivery even on the hottest day with its 18-inch ultra – wide blades, equipped with an easy-to-clean large ice chamber, designed with sheer detail of mosquito nets and powered by an auto-drain feature. The couple then turns their ultimate jaldi cool air cooler towards the family transforming everything that was getting roasted into instantly chilly and cool as a result of the fast and powerful cooling. The story, thereby, ends with Crompton’s perfect summer solution - “Hottest Day Main Bhi Jaldi Cooling” with its Optimus Desert Air Coolers.

The 360-degree campaign will be launched on television and will further be amplified through various other mediums of the media. 

Hemant Shringy, CCO, BBDO Mumbai further added, “The level of heat that some parts of the country experiences is really high. As is the cooling comfort of Crompton coolers. So, we thought why not create high drama even in the communication. The exaggerated content is clutter-breaking yet relatable. We enjoyed making it, I am sure people will enjoy watching the commercial and the ‘Jaldi Cooling’ of Crompton coolers.”  


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