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Tag: B Thiagarajan

  • Blue Star aims to communicate trust by way of this film

    Blue Star’s latest film celebrates 75 years of trust

    By A Correspondent

     

    On the occasion of company’s 75th anniversary, Blue Star has rolled out its latest film that is just not a celebration but a reflection of what has been achieved in all these years.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star: “Blue Star is much more than air-conditioning and refrigeration, with its presence extending to electrical, plumbing, fire-fighting projects as well as facility management, and water and air purification, amongst others. The brand caters to a wide range of residential and commercial customers, along with being market leaders in several categories. We are proud to be celebrating our 75th anniversary this year, and the new TVC attempts to showcase our multi-faceted identity. The ad conveys, in a subtle yet evocative manner, that our pedigree over the decades has been built due to the trust that our customers have in us, with a focus on our new tagline ‘Built on Trust’, and a promise to keep reinventing ourselves as we move forward towards our centennial.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Very few people are aware of Blue Star’s omnipresence in India. They rely on Blue Star’s products and services on a daily basis without actually knowing that they are doing so. The creative task was to simply bring this alive. And with the invisible Blue Star Expert we were able to do just that.”

     

     

  • Blue Star in association with FCB Interface has created an ad film that communicates its cooling benefit

    Blue Star promotes self-brand Windus in latest ad campaign

    By A Correspondent

     

    Blue Star in association with FCB Interface has created an ad film that communicates its new air-cooler brand Windus’s cooling benefit in an interesting manner. Four young women visiting their friend’s house on a hot summer day slip into winter wear just before entering the house because their friend’s house has a Windus air cooler.

     

    B Thiagarajan, Joint Managing Director, Blue Star Ltd said: “Blue Star launched its range of Windus air-coolers last year with the strategic goal of pursuing new opportunities in areas adjacent to its current businesses. The new TV commercial for the upcoming summer highlights that the Windus range of air coolers provides winter-like absolute cooling even in the scorching summer season. The communication focuses on a stylish imagery for the product, along with maintaining Blue Star’s premium brand personality in the minds of the consumers. The Company continues to increase its investments in this product category, with the objective of establishing Blue Star as a significant player in this segment.”

     

    Added Niteen Bhagwat, Vice Chairman, FCB Interface: “The attempt is to bring freshness and style to a mature category. In a style that is visual so that you get the message even if you do not hear the audio.”

     

    Said Robby Mathew, CCO, FCB Interface: “What do you do when you enter a category where everyone’s saying the same thing in the same way? The answer is this film. A simple plot where guests are padding up in layers to visit a Blue Star home in summer! The beautiful lensing, the music and Blue Star’s offbeat humour, all come together to make a film that is way outside the category.”

     

     

  • The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence

    FCB Interface’s new campaign for Blue Star

    By A Correspondent

     

    FCB Interface has a created a new brand campaign for Blue Star which has taken the ‘Precision Cooling’ of its inverter AC to a whole new level where it allows setting the temperature in decimals. The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

     

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star Limited: “Blue Star has set a new benchmark in the air-conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Kolkata-based father-son team of Amar and Arko Sen.”

     

  • The TVC brings alive Blue Star’s new brand proposition – Nobody cools better

    Interface creates new TVC for Blue Star

    By A Correspondent

     

    Blue Star has unveiled a new TVC for its inverter range of home air conditioners. The TVC brings alive Blue Star’s new brand proposition – Nobody cools better. The film is set in a home where the guests have just left and the tired host and hostess are looking forward to some much needed rest when they notice something amiss. Unknown to them, some guests have overstayed. The reason? Blue Star’s incredible cooling.

     

    B Thiagarajan, Executive Director & President- AC&R Products Business, Blue Star, said: “The differentiated value proposition to the residential audience over the last few years has been ‘Get office-like cooling at home’ which leveraged Blue Star’s expertise in cooling offices. Given the fact that Blue Star is now well entrenched in the residential segment with an overall 9 per cent market share in Room ACs, we felt it prudent to communicate a new value proposition of ‘Nobody Cools Better’ which highlights our unmatched expertise, experience and deep understanding of the science of cooling. Our tone continues to be premium, modern and aspirational and this TVC will help us further strengthen our equity amongst the discerning home buyers.”

     

    Niteen Bhagwat, Executive Director, Interface Communications shared, “A powerful consumer insight ‘People not wanting to leave a well-air conditioned room’ delivered in a style that breaks the category clutter and is a welcome departure from the sameness of air conditioner advertising. The client team and the agency took a risky bet and the research tells us that consumers love it.”

     

    Robby Mathew, National Creative Director, Interface Communications said, “The creative idea of ‘blending in’ was a mother to execute. Shot live with minimal CG, the end result does justice to Blue Star’s quirky advertising.”