A new TVC by Blue Star highlights a world where multiple Virats coexist and how the brand’s AC manages to cool them at ease.
In line with Blue Star’s signature style, the new campaign is eye-catching, humorous and quirky. It opens with Virat Kohli in a living room switching on his Blue Star inverter AC and settling down comfortably on a couch. Suddenly, his look-alikes enter the room one by one. With similar features, similar beards and similar hairstyles. They are even dressed like him. While Virat is taken aback, the AC responds immediately and starts cooling more generously to make sure everyone in the room is comfortable.
Speaking on the occasion, Vir S Advani, Vice Chairman & Managing Director of Blue Star Limited says, “Our new campaign reflects how Blue Star, a 76-year old company, remains young and relevant with world-class products, solutions and processes. Virat’s youthful image and his commitment to deliver excellence in the field makes him a great fit for us.”
“Virat excels in all the 3 formats of cricket. A bit like how Blue Star is a leading player in all air conditioning formats; residential, light commercial medium spaces and large spaces such as airports, hotels and hospitals. In our new campaign, we highlight 3 unique features of our new range: up to 30% more cooling when needed, purifying the air while cooling and voice control.” added B Thiagarajan, Managing Director of Blue Star Limited.
Speaking about the brand, Virat Kohli, the Indian Cricket Team Captain says, “Blue Star is a well-established brand and definitely the best in cooling. So it was a no-brainer for me to be associated with a brand like Blue Star. I have never shot a campaign like this where there are so many quirks. It was very different from what I have done in the past and it’s definitely a campaign that people are going to love to watch.”
Shedding light on the storytelling, Robby Mathew, Chief Creative Officer of FCB Interface said, “The Blue Star Inverter AC senses when there are more people in the room and gives 30% more cooling. What better way to bring this unique feature alive than to feature more than one Virat in the room! That’s how we developed the idea of using his lookalikes. The campaign comes alive with this thought in several ways, in multiple media; print ads, hoardings and even digital content.”