Symphony’s Garmi at large

11 Apr,2012

By A Correspondent


The new campaign for Symphony air coolers has a fresh and brave storyline. Though it borrows from Bollywood quite literally, it makes it fun and very relatable to every Indian.


Cooling large houses is a difficult and expensive proposition. The new model from Symphony, Storm, is a revolutionary cooler in terms of its size and shape – one-of-its-kind in the world.


The story is part real, part gimmick, part Bollywood masala and part social message. It simply says that heat can make people crazy. It makes them go out and do things that are bizarre. Powerful people live in large houses and if they are irritated by heat, they could really go berserk.


Commenting on the campaign, Ravinder Siwach, Group Creative Director, DDB Mudra Ahmedabad, said: “Communication in this category is pretty much feature-led so we decided to do something that will make people ‘say what was that’!? Think this is the first time anybody has used feature film footage in a commercial.”


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Mr. Rajesh Mishra, GM, Marketing, said: “Symphony is a very strong brand. It is the world leader in Air Coolers. Storm is truly revolutionary product – a tower cooler that can cool large spaces, looks absolutely premium and comes loaded with an array of features.  We wanted a very unique launch communication for it in our unique Symphony language. We experimented a bit with the execution and at times even had second thoughts about taking the risk. But today I am happy to share that we have been able take it at a level above. The rest is for the audience to judge.”




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