Brand: Symphony Cooler
Agency: Ignite Mudra
The new campaign for Symphony is to create excitement around the new product before the summer sets in, by focusing on the innovation. Since the remote feature is something new over the existing models in the market called Hi Cool, the first step was to incorporate the smart new feature in the name. Thus, Hi Cool was rebranded Hi Cool Smart.
The campaign has been conceptualised by Ignite Mudra.
Commenting on the execution, Sudarshan Banerjee, Head, Ignite Mudra, said, “The objective was to create excitement for the product before summers totally grab us. The target audience is basically the urban families for the cooler with remote product. ‘Pade Raho’ was the phrase we all settled for since it highlighted the benefits of the remote.”
The Final Product:
All three campaigns feature a boy lazing around in his room. Be it for the door bell or the cricket match score, he keeps on lying on his bed. In the end he switches on the cooler with the remote and we hear ‘Symphony ka naya Hi Cool Smart, ab remote ke saath toh bas pade raho yaar’.
Giving his views on the campaign, Nilesh Vaidya, ECD, Network Advertising, said, “Good thought, ‘pade raho’, but I really think the creative could have been pushed a lot more. This could have been a very entertaining campaign, but it ends up falling in that awful twilight zone where you actually have to think hard to comment on it. Nothing wrong, but nothing terribly right either.”
All three campaigns are light hearted and enjoyable. Its tag line ‘Pade Raho’ seems to be completely apt as it helps portray the benefits of a remote for a cooler.