Top Story


Home >> Advertising >> Article

Symphony launches iPure technology air coolers with new campaign

Font Size   16
Symphony launches iPure technology air coolers with new campaign

Symphony has introduced Symphony coolers with iPure technology. To create awareness about the product and to introduce the consumers to this healthier solution to cleaner air, DDB Mudra West crafted a sound driven ad film.

This product operates with a multistage air purification system to give a breath of fresh, clean air to its users.

Interestingly, these sounds were actually the coughs and sneezes of the characters in the ad film.

The film showcases a household with its many members, beaten by heat and dust. The constant household activities keep adding to the air pollution. The films moves to create a piece of music out of the coughs and sneezes of the family members. Here, a voice over introduces Symphony coolers with iPure technology as a solution to both- the heat and the pollution. The ad film with its underlying humorous theme, intends drive home the point that Symphony coolers with iPure technology are the solutions to the consumer’s growing concern of heat and dust.

With this ad film, Symphony intends to not only make an appeal to the value conscious and the image conscious audience, but also to the health conscious audience.

Quoting on the campaign, Himanshu Shah, Director, Sales and Marketing, Symphony, said, “There's very little awareness on the need for quality indoor air, especially in cities, where the pollution levels have gone up alarmingly. To add to that,, the summers are getting harsher by the year. Purification of the air has practically become inevitable now, along with cooling. Symphony's constant attempt at redefining the air cooler space has taken us to the cusp of innovation, a bold attempt to put two key solutions into one. iPure, as a technology, is not merely the need of the hour, but also a unique value proposition for the buyer who demands more. With the new iPure range, Symphony has created a category."

Quoting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said, “The conversation about pollution has always been about “baahar ki hawa”. But the reality is that it’s the same air that resides inside your house as well. And we knew that talking about the poor quality of air inside the house would make for a good proposition. Now we just had to find an interesting way to demonstrate the same to land the iPure technology of Symphony coolers. And that’s what the film does with it cough-sneeze mix.”

You can watch the ad campaign here:


Creative Agency: DDB Mudra West

Chairman & Chief Creative Officer: Sonal Dabral

National Strategy Head:  Amit Kekre

President, DDB Mudra West: Rajiv Sabnis         

Creative Team: Rahul Mathew, Jayesh Vaghela, Sunil Krishnan, Sachindev Sreenivasan & Sharat Kuttikat

Account Management: Ronak Shah, Vikrant Jain, Manpreetkaur Suchariya

Account Planning: Shekhar Pandey, Tania Patel

Films Dept: Vishal Sane, Meenaz Lala

Production House: Nirvana Films

Director: Kishore Iyyar

Producer: Manjeet Bawa

Music: Karan Kulkarni

Sound Design: Kenny

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve