Symphony’s campaign draws synergies between snacks and cost of cooling
With the temperature soaring high, Symphony Ltd has launched a new campaign to promote its newest air cooler offerings with an innovative approach, “Ek Samose ke kharche mein poore din ki Cooling - Garmi Ko Karo Symphony”. Known for technology, modernization, and consumer-first approach, the brand’s recent survey revealed the cost of quintessential Indian snacks such as Chai in UP-Bihar, Kachori in Rajasthan, Khaman in Gujarat, a Samosa in Delhi, or a Vada Pav in Mumbai is the same as the cost of daily cooling of Symphony air coolers. We in India, truly resonate with these favorite tea-time snacks since our childhood days and reminisce savoring them with our family. The innovative concept resonates with the fact of the minimum pricing of these food offerings for a price-sensitive consumer in India. Coolers as a category are close to 27% penetration in urban India and yet there is a huge scope to enhance penetration. The concept delves deep into the daily cooling cost as affordable as a humble food offering.
Commenting on the campaign, Mr. Anuj Arora, Global Chief Marketing Officer, Symphony Ltd says, ‘As we begin our journey in the new financial year, we are confident in achieving our goals and setting new records. We as market leaders are taking the lead in category creation and providing an upgrade for our consumers. This campaign is truly aligned with our aim to resonate with our target audience by drawing synergies between a favorite Indian snack and the cost incurred for one day of cooling. The campaign is a creative expression of consumerizing the product benefit and contextualizing the low running cost of air coolers. With the temperature soaring high, it is of utmost importance to keep our homes cool and breezy. We have ensured that our consumers find value for money and have an impeccable shopping experience.”
The campaign will be visible on platforms such as print and outdoor media including other digital platforms for an extensive outreach. The PAN India outdoor campaign will put up billboards across central locations targeting residential areas, and public places in about 200 cities across the country. The billboards will connect with consumers in native languages and the region’s popular snacks such as Samosa, Idli, Kachori, Chai, Khaman, Vada Pav.