L&K Saatchi & Saatchi, part of Publicis Groupe India, has conceptualised the latest campaign for SRF Floron AC gas, a SRF Limited brand. Titled ‘Cooling Tomorrow Together’, the campaign comprises two films that will be aired exclusively on JioCinema at the Indian Premier League.
One of the dominant players in the air conditioning and cooling refrigerants industry, SRF Limited seeks to highlight the crucial role of AC refrigerants in staying cool during the summer. The two 10-second advertisements establish the “We Cool (AC): What Keeps You Cool” narrative.
The films take an exaggerated, humorous route, depicting two extreme scenarios where the protagonists do not get angry despite provocation.
Depicting everyday situations, the first ad shows a driver staying calm as his expensive car gets hit on an empty road. The second ad showcases a husband being saved from his wife’s fury when he forgets about his dinner date and falls asleep, all thanks to the superior cooling power of SRF Floron AC gas.
Through these light-hearted narratives, the campaign effectively highlights the product’s key benefit: its ability to maintain car and room temperature, promoting a sense of calm and well-being for drivers and consumers alike.
Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi in India said, “It isn’t easy to advertise or tell a story about a product that is neither seen nor heard. We went in search of an ‘Oh! I never knew Floron did that!’ idea. We aimed to bring the AC refrigerant out of its hiding place and give it its rightful value in life situations. The result is a set of films that are fun, quirky, and delightful.”
A SRF Floron representative added, “’Cooling Tomorrow Together’ is more than just a campaign; it’s a pledge of tranquillity amidst life’s chaos. In collaboration with SRF Floron, L&K Saatchi & Saatchi has artfully captured our vision: to redefine comfort. This initiative aims to engage and enlighten consumers about the technology behind their home cooling appliances and car airconditioning, while cementing SRF Floron’s status as the ultimate choice for AC cooling gas in the market.”
Film Links:
Home AC: https://youtu.be/ILR88Yk-rfc?si=soVnJyUU3UIny2e9
Car AC: https://youtu.be/v03VWUnH4Yo?si=MGxTCAY48o6zedB1
Team Credit:
CEO: Paritosh Srivastava, Chief Strategy Officer – Snehasis Bose, Chief Creative Officer – Rohit Malkani, Brand Partner (planning) – Shadman Alvi, Executive Creative Director – Debanjan Basak, Creative Director – Vikas Gaur, Associate Creative Director – Shilpa Ranga, Sr. Art Director – Akash Kumar, Executive Vice President – Hindol Purkayastha, Sr. Vice President – Amitabh Sreedharan, Associate Vice President – Benny Thomas, Associate Brand Director – Paras Talwar, Brand Services Associate – Harshit Nigam, National Films Head (Publicis): Jiggy (Jignesh) Maru, Executive Producer (Agency): Rahebar Sonawalla
