Symphony makes the case for coolers this summer  

Symphony Coolers, a manufacturer of air coolers, has unveiled a new television commercial for the Indian market. The TVC exhibits its portfolio of products ahead of the arriving summer. This 90-second film, which has been executed by Mudra, also shows the category benefits of coolers. The TVC talks about how coolers can run on inverters, its usage both inside and outside homes, portability, cost efficiency and so on. The campaign will have also print, radio, cinema and digital, on-ground, outdoor and social media legs.

With this commercial, the brand looks to create a distinct space for itself within the air cooler market and also intends to expand the category.

Rajesh Mishra, general manager, marketing, Symphony, said, “India is a vastly under-cooled country with penetration of cooling appliances including air coolers being very low. Also, being a power-starved nation, air coolers are the best bet as they consume only fraction of electricity compared to an air conditioner.”

Mishra further explained that prima facie it is important to educate consumers about the benefits of air coolers. “This relevance has not been emphatically established by communication. This year we have made a shift from a specific model communication to ‘brand’ Symphony. This campaign is a result of an extensive workshop that we conducted to arrive at key benefits that need to be communicated. Incidentally, this being the silver jubilee year for us, it is apt that we take the stance that we have taken of Symphony - India ko rakhe cooler.”

Ravinder Siwach, executive creative director, Mudra Ahmedabad, said, “In the past campaigns, Symphony as a brand has always talked in a humorous tone. This campaign is a slight deviation from that tone. The focus is on educating the consumers, present the large Symphony range with its relevance to different people and indeed India as a country where power-cuts are commonplace and value proposition is very important.”

Credits:

Agency: Mudra Ahmedabad
Chairman and chief creative officer: Sonal Dabral
Office head: Rajiv Sabnis
Executive creative director: Ravinder Siwach
Business head: Shekhar Pandey
Account management: Vikrant Jain, Arnab Dasgupta, Anandana Dhamoon
Account planning: Vinayak Dubey
Art: Jigish Mehta
Production house: Coconut Films
Director: Vijay Maury