Symphony has single-handedly created the “branded air cooler” segment in India and commands more 50% market share there. However, the unprecedented growth in the category has attracted many other brands in the recent past. Devoid of any differentiation, these brands resort to price discounts and freebies.
Taking the intense competition into consideration, DDB Mudra West aimed to consolidate Symphony’s leadership by equating coolers with Symphony. Symphony is considered as the gold standard in air coolers in terms of design, aesthetics, innovation and technology. The main challenge faced by the agency was to create a ‘halo’ around the brand, beyond these tangibles.
The agency opted for a bigger picture and sought relevance for the brand in the day to day life in a larger than life manner. The campaign story revolved around Garmi (heat) and hence it took on the ‘Sun’ – the key factor for the increase in temperature.
The campaign idea evolved from the product promise itself; that Symphony’s superior offerings keep you cool no matter how hot it gets.
Credits –
Chairman and CCO, DDB Mudra Group: Sonal Dabral
President and Managing Partner, DDB Mudra West: Rajiv Sabnis
Creatives: Rahul Mathew, Ashish Phatak, Siddhesh Khatavkar, Vilsen Gonsalves
Account Management: Ronak Shah, Manpreetkaur Suchariya
Account Strategy: Amit Kekre, Shekhar Pandey, Manasi Damle, Tania Patel
Films: Vishal Sane, Siddhi Bhopale
