Blue Star releases TVC as it celebrates 75 years of operations

The ad campaign has been conceptualised by FCB Interface

e4m by Misbaah Mansuri
Updated: Oct 26, 2018 8:23 AM

Over the past seven and a half decades, Blue Star has served several industries in India and abroad with its wide range of products and services.

On completing 75 years, the brand released an ad campaign essaying how people and industries have come to depend on Blue Star for a variety of needs over the years, and it is perhaps this trust that has turned a modest enterprise into a global entity. The ad campaign has been conceptualized by FCB Interface.

B Thiagarajan, Joint Managing Director, Blue Star Limited and Robby Mathew,  Chief Creative Officer, FCB Interface, chatted with exchange4media on how the communication has evolved over time, how the brand ensured its communication doesn't echo other players in the category and more.

Thiagarajan shared, “We commenced our 75th year celebration in the month of April.  The fact that the brand is into many segments and product offerings might not be known to many consumers. And that we’re a 75-year-old company might also not be known to many, which was the reason we rolled out this communication.”

The Joint MD signalled that he was clear that he didn’t want the communication to be a boring documentary. “We wanted to differentiate ourselves with the advantage of the consumer feedback that we have got. So we used the leaning man as the hook,” he said.

He also revealed that the brand’s penetration is high even in tier 3-5 towns. “Therefore, even for our communication, we wanted not just city-centric comprehension but towns too.”

The ad shows people from different homes and companies leaning on the brand. Mathew said that the line of thought that they wanted to trigger was that people from different industries all use and rely on Bluestar. The CCO said that the task was to bring the fact alive that so many people rely on the brand’s expertise and engineering but don’t know about it. 

Mathew also admitted that the communication in the category can be otherwise boring but the team honed on the creative device that people lean on Blue Star for all their services and expertise. “ We wanted to show that in many ways, Bluestar is the unseen guy you are leaning on. That is what we visualized.”

Thiagaranjan revealed that the brand has been a reasonably good spender in the digital space. “As for this campaign too, there will be adequate amplification in the digital space," he stated. 

The TVC:

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