Debrief: Blue Star: Cool approach

09 Apr,2013

By Anil Thakraney


Haha. A cute ad from the Blue Star air conditioners guys… in fact, the crazy treatment tells me that advertising for this product category is getting precariously close to that of candy adverts.


The idea is this: Keeps the boss cool. At home and at office. The message is delivered through jazz music. So the male boss acts like he’s maha agitated, and so does the lady at home. Their anger resonates to the beat of the tense music. Once the Blue Star a/c is switched on, both immediately cool down, and their body language matches with the now pleasant musical strains.


A pat on the back to Blue Star for taking this dangerous route. Quite clearly, they have chosen clutter-breaking as the primary communication task, and the ad delivers on that score. The madcap work will get the brand noticed. It’s also treated well, there’s entertainment in-built within the idea, without the need for any spoken words. So that’s fine. But that still doesn’t change the fact that an a/c will set you back by thousands of rupees, and a consumer will surely want to know a lot more about the brand. Guess the Blue Star team is leaving that task to the showroom salesman.


Net net: It’s a dicey strategy and can easily backfire. However, one must give the advertiser credit for taking that chance. Especially if they have nothing unique to boast about the product itself, and I suspect they don’t.


Rating: (On a scale of 1-5): 3. Risky ad but it does smash the clutter.


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