MAM

Symphony Limited recites global market dominance in air-cooling with new Ad Films campaign

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/24/sympony.jpg?itok=G-5LMP5a

MUMBAI: Symphony, world’s largest air-cooler company providing environment friendly cooling solutions has launched its fresh advertising campaign that recites its world leadership in the sector. The fresh series of Ad Films reinforce Symphony’s highest quality, constant innovation and market dominance in the ‘cooling space’ owned by the brand. With humour as the main tool, the Ad Films showcase the advanced technology, operative power and unique features of the air-coolers that make Symphony synonymous to ‘cooling.’

The new ad film series aims to achieve brand salience and boost affinity for Symphony’s innovations. To the target audience, the ads emphasise Symphony coolers’ cooling effectiveness story in a fun, engaging and entertaining way. There is use of comedy as a natural choice in the films as it builds a repeat and recall value for the brand.

The setup of the film series has two security guards who lead the stories to intrigue the audience, tickle their funny bones and introduce Symphony’s features in a manner that's gentle and not forceful. To weave all this together a creative device was needed which could strongly depict the value. The building security guards who usually work outdoors are the best choice of storytellers as they best appreciate the effectiveness of the air-coolers.

The campaign rides on the thought ‘Pankhe Jitti Bijli mein, Simla Jitti Thandi’ which literally means, in the running cost of a fan, get Shimla like cooling. In order to stress on this point. We see the senior security guard in every film saying “I injist” meaning ‘I insist’ in his desperate attempt to flaunt his prowess with the English language.

The Ad Films are conceptualised and directed by Manoj Tapadia, who is the writer behind popular Bollywood films like Cheeni Kum and Manorama Six Feet Under. The film’s production house is Offroad Films. The launch will be supported by a television, digital, print and outdoor campaign, each of which will resonate brand Symphony owning the cooling space.

On the launch, Manoj Tapadia, director New Symphony Films, says “The idea behind the ads is to do a campaign with different variants of the coolers and emphasise their unique features but keeping effective cooling as the central theme. We have purposely used totally unrelated characters rather than direct consumers to bring out strong messaging. We wanted to create cute, memorable but totally believable characters and tell the stories through situational comedy.” 

Symphony’s President Sales & Marketing, Rajesh Mishra, says, “Symphony owns the ‘cooling’ space in India. The company has been instrumental in inventing and developing cutting-edge air-cooling products that have helped cool consumers across generations. Symphony’s air-coolers have the widest demographics with usage across age-groups, geographies, social-classes, income groups and so on. Our aim is to consolidate our strength and reinforce market dominance by continuous innovation.”

The new creative shall play a strong role to establish the firm supremacy of Symphony coolers in the market and have high top of the mind brand recall as a pioneer in the air-cooling industry.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/nisha.jpg?itok=eV0LkjUP
Faber Castell's 'Change the Canvas' gets 200% more responses than last year

While the digital era has disrupted many traditional businesses, stationery, and art & craft facilities are going to grow, Faber Castell India marketing India director Nisha Sara Jose told Indiantelevision.com about the second successful season of its online ‘Change the Canvas’ activity.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/tech_mahindraa.jpg?itok=h0S2jfW0
Tech Mahindra, InMobi collaborate for industry’s first video ad solution for mobile devices

MUMBAI: Tech Mahindra Ltd, a leading provider of digital transformation, consulting and business reengineering services and solutions, announced a collaboration with InMobi, one of the world's leading mobile-focused Marketing Clouds, to offer the industry’s first video advertising solution for...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/sid.jpg?itok=d4RRm1ay
Siddharth Kumar Tewary to own the Punjab Bulls team in Tennis Premier League

MUMBAI: After a prolific presence on television with some of the most popular shows like Mahabharat, Porus, RadhaKrishn and many more, writer,  director and producer Siddharth Kumar Tewary, founder of Swastik Productions has now set his eyes on the Tennis Premier League. Siddharth Kumar Tewary has...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/mahindra.jpg?itok=9hhtiJme
India's First do-gooder festival cum Drive-a-thon festival, Mahindra Open Drive is here

Mumbai: The Mahindra Group has just announced the debut of an exciting new cultural outreach initiative called ‘Mahindra Open Drive’. This 2-day destination festival includes a road trip beginning in early November from four Indian cities - Mumbai, Pune, Hyderabad, and Bengaluru- culminating in a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/tonic.jpg?itok=26bMlVp-
Tonic Worldwide selected as Finalist for Best Use of Images in the Shorty Social Good Awards

MUMBAI: Tonic Worldwide, an independent digital agency, has been selected as a Shorty Social Good Award Finalist for Aditya Birla Group’s - Art Made out of Air Pollution in the Best Use of Images Category.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/crompton.jpg?itok=Dxyph4xZ
Crompton Greaves will let you #CookSweatFree with ‘Air Buddy’

MUMBAI:  One of India’s foremost consumer durable brands, Crompton Greaves Consumer Electricals Ltd unveiled a new digital campaign - #CookSweatFree for its innovative kitchen fan ‘Air Buddy’ to highlight the ease of a sweat-free cooking without disturbing the gas flames in the kitchen.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/mc.jpg?itok=lSUrPhxM
McDonald’s launches two TVCs to promote festive “Ab Sabka Combo Chalega” offer

MUMBAI: To promote its offering of more than 30 combos a price of Rs 59, McDonald’s in West and South India (operated by Westlife Development Ltd through its wholly-owned subsidiary Hardcastle Restaurants Pvt Ltd) has launched two TVCs conceptualised by DDB Mudra, tapping into the festive season....

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/media.jpg?itok=gZyMOoo0
[Podcast] Media Minds: Brandintellé to help brands do smart marketing during economic slowdown

MUMBAI: With economic slowdown impacting the marketing budgets of the whole industry, it has become quite important for brands to adapt to smarter solutions to implement their strategies with minimal wastage of funds and avoid course correction as much as they can. That’s where platforms like...

MAM Podcasts
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/saint.jpg?itok=N7xr3B79
Saint-Gobain Gyproc unveils new brand campaign “Ceiling Nahi Feeling Hai”

MUMBAI: Saint-Gobain India Pvt Ltd-Gyproc Business, a market leader in gypsum-based solutions, launched a new brand campaign “Ceiling Nahi Feeling Hai” with a TVC that will leverage the ongoing festive season. With the insight that doing up one’s ceiling is an emotional experience, starting from...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories