Global marketing transformation company VML India has partnered with Blue Star, India’s leading cooling solutions provider, to launch the third season of its highly successful "Garmi Ki Chhutti" campaign. This year, the campaign amps up the heat – and the star power – with Virat Kohli taking centre stage as the ultimate heat-busting hero.
Leverage Kohli's immense popularity and the fervour surrounding the IPL, the campaign aims to reinforce Blue Star's position as the go-to solution for fast, high-performance cooling, while maintaining a premium and aspirational brand image that appeals to a wide audience.
"After two successful campaigns featuring Blue Star versus heat characters, we wanted to elevate the concept while ensuring it remained memorable," said Girish Hingorani, Vice President – Marketing (Cooling & Purification Appliances) & Corporate Communications, Blue Star Limited. "The new campaign highlights multiple ‘Garmi’ characters in various scenarios succumbing to the superior cooling of Blue Star Air Conditioners, with Virat Kohli playing a central role."
The latest "Garmi Ki Chhutti" campaign features Kohli in four distinct TVCs, each portraying engaging scenarios where Blue Star ACs provide a match-winning performance against the sweltering heat. Kohli's dynamic presence and relatable portrayal of everyday heat struggles are sure to resonate with fans across the country.
"Our task was to leverage the 'Garmi Ki Chhutti' concept and integrate Virat Kohli in a more active way," said Babita Baruah, CEO of VML India. "The campaign stays true to the essence of what made the previous seasons successful, particularly with respect to the tone, characters, and themes, but shown in a more fun way.”
The "Garmi Ki Chhutti" campaign will run across television and digital platforms, as well as outdoor installations, throughout the summer season, coinciding with the peak of the IPL frenzy.
