Top Story


Home >> Advertising >> Article

Saint Gobain seeks to ban the sun and keep the house cool

Font Size   16
Saint Gobain seeks to ban the sun and keep the house cool

Saint Gobain Glass India, which has in the past come up with some interesting ads, has recently unveiled a three-part new television campaign conceptualised by Lowe. The new TVC take the humour plank to highlight the ‘solar/heat control’ property of Saint Gobain’s ‘Sun Ban’ reflective glass. The campaign broke on air on April 9 and would be aired for 12 weeks.

Elaborating on the campaign, R Balakrishnan, Chairman and Chief Creative Officer, Lowe India, said, “The brief given to us was to make ‘Sun Ban’ generic to solar control glass. The objective was to create a campaign that would communicate the solar/heat control property of Sun Ban reflective glass distinctively and clearly. This is why we chose the route of usability and practicality using the line ‘Cuts the heat. Keeps you cool’ to communicate the message, which is explained in the ad.”

The TVC shows an elderly couple at home on a hot summer day. Suddenly, the old man begins to shed his clothes one by one, much to the consternation of his wife, who reprimands him for doing so in front of an open window. But the man continues to take off his clothes. To save themselves from embarrassment, the old lady goes and shuts the window. When she turns back, she is surprised to see her husband fully dressed and shivering in cold. The old lady then looks at the windowpanes, with the voiceover saying, ‘Cuts the heat. Keeps you cool’.

R Subramanian, Director Sales and Marketing, Saint-Gobain Glass India Ltd, said, “The success of our previous initiatives in mass media advertising using television as the main media vehicle has encouraged us to go on board again this year.”

The brand is targeted at customers of Saint Gobin that include architects, builders and individual home makers. The company is not using any other mediums of communication besides television to promote Saint Gobain Glass.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular