‘Cooling Tomorrow Together’ – New Campaign From SRF Floron AC Gas via L&K Saatchi & Saatchi


L&K Saatchi & Saatchi, part of Publicis Groupe India, has conceptualized the latest campaign for SRF Floron AC gas, an SRF Limited brand. Titled ‘Cooling Tomorrow Together’, the campaign comprises two films that will be aired on JioCinema at the Indian Premier League.

With the campaign, SRF Limited seeks to highlight the role of AC refrigerants in staying cool during the summer. The two 10-second advertisements establish the “We Cool (AC): What Keeps You Cool” narrative.

The films take an exaggerated, humorous route, depicting two extreme scenarios where the protagonists do not get angry despite provocation.


The first ad shows a driver staying calm as his expensive car gets hit on an empty road. The second ad showcases a husband being saved from his wife’s fury when he forgets about his dinner date and falls asleep, all thanks to the superior cooling power of SRF Floron AC gas.

Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi in India said, “It isn’t easy to advertise or tell a story about a product that is neither seen nor heard. We went in search of an ‘Oh! I never knew Floron did that!’ idea.


We aimed to bring the AC refrigerant out of its hiding place and give it its rightful value in life situations. The result is a set of films that are fun, quirky, and delightful.”

A SRF Floron representative added, “’Cooling Tomorrow Together’ is more than just a campaign; it’s a pledge of tranquillity amidst life’s chaos. In collaboration with SRF Floron, L&K Saatchi & Saatchi has artfully captured our vision: to redefine comfort. This initiative aims to engage and enlighten consumers about the technology behind their home cooling appliances and car airconditioning, while cementing SRF Floron’s status as the ultimate choice for AC cooling gas in the market.”


CEO: Paritosh Srivastava
Chief Strategy Officer – Snehasis Bose
Chief Creative Officer – Rohit Malkani
Brand Partner (planning) – Shadman Alvi
Executive Creative Director – Debanjan Basak
Creative Director – Vikas Gaur
Associate Creative Director – Shilpa Ranga
Sr. Art Director – Akash Kumar
Executive Vice President – Hindol Purkayastha
Sr. Vice President – Amitabh Sreedharan
Associate Vice President – Benny Thomas
Associate Brand Director – Paras Talwar
Brand Services Associate – Harshit Nigam
National Films Head (Publicis): Jiggy (Jignesh) Maru
Executive Producer (Agency):  Rahebar Sonawalla


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