DDB Mudra West India finds rhythm in coughs and sneezes in their campaign for Symphony

Symphony3.jpgThe summer season in India is becoming increasingly intolerable every passing year. The growing level of air pollution is constantly contributing to the cause by not only aiding in the increase of heat but also bringing in a horde of ailments which hit the population.

As an attempt to address this distress, Symphony, the leading brand in air cooling solutions has introduced Symphony coolers with iPure technology. This product, with its revolutionizing concept operates with a multistage air purification system and is sure to give a breath of fresh, clean air (literally!) to its users.

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Symphony2.jpgTo create awareness about the product and to introduce the consumers to this healthier solution to cleaner air, DDB Mudra West India crafted a sound driven ad film. Interestingly, these sounds were actually the coughs and sneezes of the characters in the ad film.

The film showcases a household with its many members, beaten by heat and dust. The constant household activities keep adding to the air pollution. The film moves to create a piece of music out of the coughs and sneezes of the family members. Here, a voice over introduces Symphony coolers with iPure technology as a solution to both - the heat and the pollution. The film with its underlying humorous theme, intends drive home the point that Symphony coolers with iPure technology are the solutions to the consumer's growing concern of heat and dust.

With this film, Symphony intends to not only make an appeal to the value conscious and the image conscious audience, but also to the health conscious audience.

Symphony.jpgHimanshu Shah, Director, Sales & Marketing, Symphony, said, "There's very little awareness on the need for quality indoor air, especially in cities, where the pollution levels have gone up alarmingly. To add to that, the summers are getting harsher by the year. Purification of the air has practically become inevitable now, along with cooling. Symphony's constant attempt at redefining the air cooler space has taken us to the cusp of innovation, a bold attempt to put two key solutions into one. iPure, as a technology, is not merely the need of the hour, but also a unique value proposition for the buyer who demands more. With the new iPure range, Symphony has created a category."

Rahul Mathew, Creative Head, DDB Mudra West said, "The conversation about pollution has always been about "baahar ki hawa". But the reality is that it's the same air that resides inside your house as well. And we knew that talking about the poor quality of air inside the house would make for a good proposition. Now we just had to find an interesting way to demonstrate the same to land the iPure technology of Symphony coolers. And that's what the film does with it cough-sneeze mix."

Credits -
Chairman & Chief Creative Officer: Sonal Dabral
National Strategy Head: Amit Kekre
President, DDB Mudra West: Rajiv Sabnis        
Creative Team: Rahul Mathew, Jayesh Vaghela, Sunil Krishnan, Sachindev Sreenivasan, Sharat Kuttikat
Account Management: Ronak Shah, Vikrant Jain, Manpreetkaur Suchariya
Account Planning: Shekhar Pandey, Tania Patel
Films Dept: Vishal Sane, Meenaz Lala
Production House: Nirvana Films
Director: Kishore Iyyar
Producer: Manjeet Bawa
Music: Karan Kulkarni
Sound Design: Kenny

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