MUMBAI: Breaking away from the normal feature-led campaigns that symbolise the category, air cooler brand Symphony has launched its summer campaign for its product ‘Storm‘ has used a feature film footage in the commercial.

The task of Mudra Ahmedabad was to create a campaign that would make the storytelling fresh and brave. launch a and produced by Hello Robot. What came out was a story that is part real, part gimmick, part Bollywood masala and part social message. Heat makes people crazy, they go out and do things that are bizarre as they are irritated by the rise in temperature. The answer: Symphony Storm that will keep these people indoors and in check.

Says Mudra Ahmedabad group creative director Ravinder Siwach, “We decided to do something that will make people say ‘what was that‘!? Think, this is the first time anybody has used a feature film footage in a commercial.”

The brief given to the agency was to to launch the new model in a ‘never before manner‘. Says Symphony GM marketing Rajesh Mishra, “We wanted a very unique launch communication for it in our unique Symphony language. We experimented a bit with the execution and at times even had second thoughts about taking the risk. But today I am happy to share that we have been able take it at a level above. The rest is for the audience to judge.”

The sales for Symphony this summer, already rising to record temperature levels in many parts of the country so early in the year, will confirm whether the experiment to do a break away campaign was worth taking a risk or not.