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Tag: Blue Star

  • The agency will manage the digital duties of Blue Star across social media, e-commerce and search

    Jack in the Box Worldwide wins digital mandate for Blue Star

    By A Correspondent

     

    Jack in the Box Worldwide has bagged the digital mandate for Blue Star. The agency will manage the digital duties of Blue Star across social media, e-commerce and search, using their ability to deliver measurable business impact through the power of content.

     

    Commenting on the win, Roopak Saluja, Founder & Chief Executive Officer, The 120 Media Collective, said, “I can’t overstate how excited we at JITB and The 120 Media Collective are to be partnering with an iconic brand like Blue Star as they kick off the next phase of their digital journey. Their ambition and expectation from digital syncs beautifully with our strategy of creating measurable business impact for brands through content. We’re looking forward to a long and successful partnership.”

     

    Remarking on the selection, Girish Hingorani, Senior General Manager – Digital Marketing & Ecommerce, Blue Star Limited said, “The digital and e-commerce market is booming in India, and Blue Star has taken consistent efforts to be part of this growth story. The Company has been focusing on increasing its digital presence, especially with the recent consolidation of all its digital activities under one specialised department, and partnering with Jack in the Box Worldwide was an integral part of this initiative. JITB is a strong digital specialist, and we are hoping to benefit greatly from their contemporary, dynamic and agile approach in this field. The agency has a healthy mix of both young as well as experienced team members, which will bring about diversity in thought processes during the ideation and strategy phases. We indeed look forward to taking our brand’s digital prowess several notches forward in association with them.”

     

     

  • 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.”

     

     

  • 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.”

     

  • What looks like just another lost and harmless insect is actually a remote controlled bot that's beaming out critical information about Blue Star's breakthrough VRF IV Plus Air conditioning System

    FCB Interface unveils new campaign for Blue Star

    By A Correspondent

     

    Dramatising the proposition of the most advanced VRF (Variable Refrigerant Flow) AC system, the ad film highlights a state-of-the-art research centre where Blue Star’s R&D experts are busy at work. Into this setting comes an uninvited guest, a bee. However, what looks like just another lost and harmless insect is actually a remote controlled bot that’s beaming out critical information about Blue Star’s breakthrough VRF IV Plus Air conditioning System. And what follows is a tale of espionage that unfolds in a quirky, dramatic manner that is the hallmark of the Blue Star brand.

     

    Robby Mathew, Chief Creative Officer, FCB Interface said, “The brief for Blue Star’s VRF IV Plus was particularly challenging. We had to spin a story with an engaging plotline that also showcased four important features of the product. After many brainstorming sessions within the agency and with the client, we came up with a plot that takes off on hi-tech spy thrillers, has the quirky Blue Star touch and does full justice to a product that’s truly cutting edge”.

     

    B Thiagarajan, Joint Managing Director, Blue Star Limited said, “Blue Star VRF IV Plus is the country’s first ‘Made In India’ 100% inverter VRF system. With unique features such as 100% capacity at even 43°C, non-stop cooling even at a peak ambient temperature of 56°C, very high IPLV of 7, wide voltage range of 360 V  to 460V, 1000m piping length and smart controllers, this is a state-of-the-art VRF system and is truly unmatched. With this product, we have proven that an Indian manufacturer equipped with the right technology and robust research and development capabilities can develop a product that is best-in-class and can challenge any product globally. And our ad film communicates this effectively”. N-IN style=’font-size:14.0pt;font-family:”Constantia”,”serif”;mso-bidi-font-family: Latha;mso-bidi-theme-font:minor-bidi’

     

    Commenting on the campaign,Harvinder Singh, President – Home Appliances, USHA International said, “We are delighted to introduce the Usha NutriPress Cold Press Juicer in India. In a market dominated by cut-throat competition and evolving customer aspirations, the ability of a brand to innovate and strike the right chord with its customers sets it apart. Today, as a consumer we always have the urge to get the more out of everything we buy without compromising on quality.USHA has always been the loved brand in India and promotes an active lifestyle through innovative products, multiple sports associations and activations.”

     

    In addition, Ushahas also launched a campaign for its fans portfolio called ‘Hawa Happy’. This new campaign highlights the efficient spread of air in every corner of room. This creative campaign designed by Grey Worldwide, smartly integrates the performance excellence of USHA fans along with aesthetic appeal of the range that makes users ‘Hawa Happy’. This multimedia campaign is designed to boost brand connect with masses.

     

     

     

  • 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.”

     

  • The ad highlights the sheer delight of experiencing the Blue Star inverter AC

    Daddy Cool does it for Blue Star

    By a correspondent

     

    It vowed the consumers with its ‘Get office like cooling at home’ proposition last summer. AC brand Blue Star has once again taken that route to get the consumers to take a liking to the brand.

     

    This time around, the TVC shows a serious looking boss dancing around in the office, to the Daddy Cool tune by Boney M. The music stops abruptly when he steps out of the office and so does his ‘cool’ dance. When he reaches home, the song and dance resumes. With the voice over saying: “Cool in the office, cool at home.”

     

    Girish Hingorani, GM – Corporate Communications & Marketing, Blue Star, said, “The market for inverter ACs is showing promising signs of growth. Significant power savings, intelligent features and perfect cooling are likely to make this technology the future of room ACs. Being leaders in office cooling, we realise that it’s a matter of time before this category catches the fancy of the home buyer. This ad highlights the sheer delight of experiencing the Blue Star inverter AC and will help us reinforce our expert image.”

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications said, “Blue Star’s advertising has always been quirky. And this one is no different. A corporate type who can’t dance to save his life, breaks into some ‘ludicrously cool’ dance steps in the office and then at home. All to make the point that Blue Star is the company that offers office like cooling at home!”