Blue Star AC ropes in Virat Kohli for new integrated campaign

Air conditioning and commercial refrigeration company Blue Star has launched an integrated campaign starring brand ambassador Virat Kohli. Designed on the thought of ‘Happiness is a fast-cooling AC’, the TV commercials show Kohli rescuing helpless people from a slow cooling AC, while the print advertisements with Kohli, make a strong pitch for a fast-cooling AC.

A pan India campaign is also being rolled out on platforms such as OOH, digital, dealership collaterals and other key touch points.

B Thiagarajan, Managing Director, Blue Star, said, “Our continuous efforts have enabled us to offer something new every season and I am glad that this time around, it is our new range of ‘fast cooling’ ACs. Designed to tackle harsh summers, this new range is indeed the need of the hour! We have rolled-out a new peppy campaign featuring Virat Kohli which focuses on the key benefit of ‘fast-cooling’ of this new range. With this campaign, we have further extended our association with Virat as his mass appeal has been enabling us to connect to and widen our TG to include Tier 3/4/5 markets.”

Robby Mathew, Chief Creative Officer, FCB Interface, added, “When an AC does not cool fast, it only adds to our discomfort. This is the insight that the campaign builds on, with a dash of fun and the kind of energy that Virat Kohli brings.”