"Pade Raho' with Symphony's Hi Cool Smart coolers

Symphony coolers reinvent itself with new TVC's. The change is brought about due to the new added feature to their already existing Hi Cool model of coolers. The model will now come with a remote control making it India's first room cooler with a remote control. Thus, the new model is rightly named Hi Cool Smart.

This summer, Symphony is looking forward to significantly boost sales riding on this product differentiator. The mission therefore was to create excitement around the product before the summer set in. The remote being the unique differentiator, the intent was to bring it out in the most desirable fashion.

The target audiences for this product are well off urban families residing in the hottest climatic zones like most cities in the country.

Based on their analysis the team realized that come summer, the heat makes people lazy and search for ridiculous excuses to not move. This incident is well complemented by a remote control, which negates the need to move and allows one to bask in pure relaxation. We captured this thinking endearingly in the phrase "Pade Raho'. It encourages the audience to arm themselves with a remote controlled cooler and chill out in the summertime.

The campaign is a three part series of television spots that portrait two brothers, one of who has found the perfect solution for the summer heat ' the remote controlled Hi Cool Smart cooler from Symphony. The operating insight was- "when we are in the middle of something enjoyable we can go to ridiculous extent to continue doing it'- in this case, the enjoyable activity of course being blissful relaxation.

The ad was directed by Vijay Maurya, Ignite Mudra and produced by Coconut Films. On the creative team was Souvik Datta as Creative Director, Ravinder Siwach as Group Creative Director and Bobby Pawar as Chief Creative Officer all part of Ignite Mudra. Launched in 1988, Symphony today has established itself as a world leader in evaporative air coolers.

Based on user reviews of the old model - Symphony Hi Cool ' the product has seemed to be a bust. The short and simple TVC's for their new model promise a relaxed and chilled out summer. Let's hope they live up to their promise as the heat kicks in. | By Vanessa Azavedo [vanessa(at)adgully.com]