Blue Star has partnered with VML India to launch a third season of ‘Garmi Ki Chhutti’ campaign featuring Virat Kohli. The campaign presents the company’s air conditioners as a solution to an intense summer with the former Indian captain taking on multiple ‘Garmi’(heat) characters.
This campaign emphasises high-performance emphasizes high-performance cooling and Blue Star’s premium brand positioning.
The campaign includes four TV commercials featuring Kohli in everyday heat-related scenarios where Blue Star ACs deliver effective cooling.
The campaign will run across television, digital platforms, and outdoor media throughout the summer, aligning with the peak of the IPL season.
Link to the TVC:
“Our task was to integrate Kohli into the ‘Garmi Ki Chhutti’ concept in a more active way,” said Babita Baruah, CEO, VML India. “The campaign stays true to the previous seasons’ themes while adding a more engaging and entertaining element.”
“After two successful campaigns, we wanted to elevate the concept while keeping it memorable,” said Girish Hingorani, Vice President – Marketing (Cooling & Purification Appliances) & Corporate Communications, Blue Star Limited.
“The new campaign highlights multiple ‘Garmi’ characters succumbing to Blue Star ACs’ superior cooling, with Virat Kohli playing a central role.”
