FCB Interface gets 11 Virats into one room for Blue Star’s AC campaign

The campaign has come alive in multiple media; print ads, hoardings and digital content

e4m by exchange4media Staff
Updated: Oct 22, 2019 6:52 PM

How do you communicate 30 per cent more cooling when there are more people in the room? That too with cricketer Virat Kohli in the lead. Simple! Get 11 Virats. That’s just what FCB Interface did by bringing together Virat Kohli with 10 of his lookalikes for the latest Blue Star campaign.

This new campaign from Blue Star marks the beginning of the company’s association with Virat Kohli. It highlights a world in which multiple Virats coexist and how the Blue Star inverter AC manages to cool them at ease, with its ‘30% more’ cooling feature.

“In line with Blue Star’s signature style, the new campaign is eye-catching, humorous and quirky. It opens with Virat Kohli in a living room switching on his Blue Star inverter AC and settling down comfortably on a couch. Suddenly, his look-alikes enter the room one by one. With similar features, similar beards and similar hairstyles. They are even dressed like him. While Virat is taken aback, the AC responds immediately and starts cooling more generously to make sure everyone in the room is comfortable,” the agency said in a statement.

Speaking on the campaign, Vir S Advani, Vice Chairman & Managing Director of Blue Star Limited, says, “Our new campaign reflects how Blue Star, a 76-year old company, remains young and relevant with world-class products, solutions and processes. Virat’s youthful image and his commitment to deliver excellence on the field makes him a great fit for us. We are market leaders in many product categories and segments and pride ourselves on being innovative. Virat is a born leader with a winning instinct, raising the bar every time and always willing to experiment. But the real fit is the trust factor. Hundreds of millions of cricket lovers across the world trust Virat for his expertise and consistent performance. And Blue Star has been built on the trust of millions of our customers. Not surprisingly, Virat was a natural choice for us!”

B Thiagaragan, Managing Director of Blue Star Limited, added, “Virat excels in all the three formats of cricket. A bit like how Blue Star is a leading player in all air conditioning formats; residential, light commercial medium spaces and large spaces such as airports, hotels and hospitals. In our new campaign, we highlight 3 unique features of our new range: up to 30% more cooling when needed, purifying air while cooling and voice control.”

Speaking about the brand, Virat Kohli says, “Blue Star is a well-established brand and definitely the best in cooling. So it was a no-brainer for me to be associated with a brand like Blue Star. I have never shot a campaign like this where there are so many quirks. It was very different from what I have done in the past and it’s definitely a campaign that people are going to love to watch.”

Shedding light on the storytelling, Robby Mathew, Chief Creative Officer of FCB Interface, said, “The Blue Star Inverter AC senses when there are more people in the room and gives 30% more cooling. What better way to bring this unique feature alive than to feature more than one Virat in the room! That’s how we developed the idea of using his lookalikes. The campaign comes alive with this thought in several ways, in multiple media; print ads, hoardings and even digital content.”


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