Symphony air coolers India and DDB Mudra West find a way around the sun's moody behaviour

Symphony sun.jpgSymphony is the leading air cooler brand in the world with the largest range of products across domestic and industrial applications. It has been in the forefront of design and innovation with an array of global firsts in the category. In fact, one of its subsidiaries invented air coolers in 1930s. Symphony has single handedly created the "branded air cooler" segment in India and commands more 50% market share there.

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Symphony sun 2.jpgThe 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.

Symphony sun 3.jpgThe campaign idea evolved from the product promise itself; that Symphony's superior offerings keep you cool no matter how hot it gets. The theme is light hearted and gets a little comical when it tries to explain the reason behind the rising temperature relating it to the Sun's ire. The story is narrated through animated characters like the moody Sun and the earthlings. When rest of the town turns flaming red due to the Sun, the earthlings using Symphony Air coolers are shown in cool blue colour enjoying their activities without any hurdles. The animate film comes with a background narrative- "Some days are hotter than the others as the Sun loses his temper because of different issues in his life. But one needn't worry about the Sun's anger issues that cause heat, thanks to Symphony Air Coolers."

Symphony sun 4.jpgAccording to Rajesh Mishra, Head- Marketing, Symphony Limited, "As pioneers of air cooling in India and as a world leader in the field today, we felt our communication stance needed to be large enough to reflect our vantage point. And nothing gets bigger than the Sun's unusually high temperature spikes every summer, as a brand fight for Symphony, from which we effortlessly provide the best cooling relief with our range of innovative coolers."

Quoting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said, "No one understands cooling or has revolutionized it, the way Symphony has. And that's the main reason why they're the market leaders. That's why, in our brand campaign we wanted to capture the difference Symphony makes in the lives of their customers. Which is more than just cooling; but saving them from the wrath of the summer sun. And so, we decided to use the wrath of the sun as the idea itself. By capturing humorous instances that would make the sun lose its non-existential cool and making the earth suffer. With Symphony being the only way to save one's self from the sun's scathing anger."

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, Gunjan Gaba, Bhumika Singh, Raj Joshi, Toral Bheda, Savya Narang, Sruthin KC
Account Management: Ronak Shah, Manpreetkaur Suchariya
Account Strategy: Amit Kekre, Shekhar Pandey, Manasi Damle, Tania Patel
Films: Vishal Sane, Siddhi Bhopale

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