Interface releases the new TVC for Blue Star!

Interface Communications recently launched a new campaign for Blue Star. The campaign features a commercial which take forward its proposition of ‘getting office-like cooling at home’. The objective of the film was to create breakthrough communication in a cluttered market and increase awareness for Blue Star.

Today we see an increasing trend where consumers are inclined to buying products from specialists. Tapping this insight where residential buyers prefer ‘specialists’ over ‘generalists’, the company has positioned itself as an expert in the science of cooling. Moreover, prospective buyers believe that Blue Star is a leader in central airconditioning. And the TVC communicated that this expert performance would remain unchanged even in their home airconditioning.

The creative idea takes a leap from the proposition and captures the universal insight that one’s surrounding dictate, most often, the type of mood we are in. Taking this forward, the TVC shows that angry people cool down when their surroundings are cool, no matter what the situation. And the two most important people in a person’s life are ‘the boss in office & the boss (wife) at home’. The TVC captures just that - the fuming boss in office and at home, cooling down when the Blue Star AC is switched on. What also sets the TVC apart is the peppy jazz music which makes watching it all the more delightful.

Girish Hingorani, GM – Corporate Communications & Marketing, Blue Star, says “Over the last couple of years, Blue Star has been aggressively targeting the residential segment and has made deep inroads across the country including the non-metros. Our central airconditioning pedigree has helped in home consumers perceiving the brand to be premium and sophisticated. Our objective was to create a commercial which would have a wide spread appeal and at the same time retain the high aspiration levels of the brand.”

"This is one of the most challenging projects that we have handled for Blue Star, Split-second timing, humour, acting and music, they  all came together to create this gem of a film”, say Robby Mathew, National Creative Director, Interface Communications 
 
Shailesh Gupte, Vice President, Interface Communications feels that “In a market which is cluttered and driven by features, it is critical to create differentiation. We have leveraged the brands biggest strength – its equity in cooling offices".

Credits:

•       Creative Agency: Interface Communications
•       National Creative Director: Robby Mathew
•       Account Management: Shailesh Gupte, Bambi Diventry, Manoj Ramrakhiani,        Shraddha Upadhyay
•       Agency Producers: Alpa Jobalia, Stanley Christian, Ganesh Iyer
•       Production House: Jamic Films
•       Director: Nikhil Rao
•       Producer: Mekala
•       Music Director: Rupert Fernandes 

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