The challenge for the creative team at DDB Mudra West was to communicate the superior features of the Symphony window coolers without bashing the unbranded coolers
Sarmistha Neogy | Mumbai | May 2, 2014
Even though Symphony entered the air cooler market with its window coolers back in 1988, it had failed to tap the large window cooler audience because it lost the focus in its communication. This time, Symphony wanted to redefine this category and has hence launched its latest campaign ‘Kare Khoobsurti se Thanda’. The new Symphony window coolers are now projected as beautiful, durable and apt for window application.
The brief given to DDB Mudra West was to show Symphony window coolers as a beautiful alternative to the ugly looking, bulky, unbranded metal body coolers. The challenge was to communicate the superior features and the aesthetics of Symphony window coolers, instead of just bashing the unbranded coolers.
The agency created a lateral campaign by using playful humour. The 50-second TVC features a slightly grumpy dad and his teenage son, and a ‘slice of life’ situation where the son reluctantly produces his report card to his dad, in the presence of his grandma. As the dad reacts angrily to the ‘low’ marks, the son naughtily reveals that the report card is, in fact, the dad’s seventh standard one – and not his – much to the embarrassment of the dad! The dad’s anger suddenly turns into a meek surrender with a sheepish smile, thereby ‘cooling’ the situation. The brand finally signs off with the voiceover: “Symphony Window Coolers, Kare Khoobsurti se Thanda”.
Rajesh Mishra, Associate VP, Marketing, Symphony Limited, said, “In the hardcore air cooler market, the unbranded segment continues to dominate, and one of the reasons is that these coolers are made for window installation, which is the preferred installation method for them. Symphony entered the air cooler market in 1988 with the introduction of a window cooler that had the looks of an AC and the model was a great success. As we progressed, we started focusing on all the markets and also entered other countries. The product designs were meant to appeal to global consumers – slim designs, tower coolers and many other models that were aesthetically very good looking and portable. These coolers were ideal room coolers.”
Rajesh further said, “In our quest to have the right models for the global needs, we somehow lost focus on tapping the large window cooler market in India and even though we had some models that were ideal for window installation, we did not communicate enough about them. Now, with the introduction of India’s first range of branded window coolers, we intend to have greater focus and with an aggressive communication plan we hope to get a larger chunk of this market.”
Rahul Mathew, Creative Head, DDB Mudra West, said, “With Symphony we’ve often borrowed examples from life to make our point. So, to launch its beautiful range of window coolers we yet again looked into the lives of Indians. We found that we all are aware of situations where we have cooled down the most heated situations in an effortless manner. And this is how we arrived at ‘Kare Khoobsurti se Thanda’.”
Creative Agency: DDB Mudra West
Chairman and CCO: Sonal Dabral
Office Head: Rajiv Sabnis
Creative Head: Rahul Mathew
Business Head: Ronak Shah
Creative Team: Sharat Kuttikat, Jayesh Vaghela, Ravi Shanker, Dipen Patel, Swathy Sreekumar
Account Management: Vikrant Jain, Shishir Shah, Arnab Das Gupta
Production House: ShowandTell
Director: Nitish Sharma
Producer: Anil Sonawane