Top Story


Home >> Advertising >> Article

Ad Review: Symphony Coolers encourage all to be lazy

Font Size   16
Ad Review: Symphony Coolers encourage all to be lazy

Client: Symphony
Brand: Symphony Cooler
Agency: Ignite Mudra
Medium: Television
The Brief:
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 Execution:
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’. 
Xpert Comment:
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.”
Our Take:
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.

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.