Air-conditioning brand Blue Star has launched a campaign with its new brand ambassador Virat Kohli. Eyeing 15% share in the market, the company features India’s leading brand icon in the company of his ten lookalikes with the message “how do you communicate 30% more cooling when there are more people in the room? That too with Virat Kohli in the lead.”
Simple! Get 11 Virats. That’s just what FCB Interface did by bringing together the one and only Virat Kohli with 10 of his lookalikes for the latest Blue Star campaign. This new campaign from Blue Star marks the beginning of the company’s association with Virat Kohli, one of India’s biggest stars. It highlights a world in which multiple Virats coexist and how the Blue Star Inverter AC manages to cool them at ease, with its ‘30% more’ cooling feature.
The company, which forayed into the room-AC market in 2011, aims to increase its market share in the segment to 15 per cent by FY24 from 12.5 per cent now.
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.
“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 on the field makes him a great fit for us. We are market leaders in many product categories and segments and pride ourselves on being innovative. Virat is a born leader with a winning instinct, raising the bar every time and always willing to experiment. But the real fit is the trust factor. Hundreds of millions of cricket lovers across the world trust Virat for his expertise and consistent performance. And Blue Star has been built on the trust of millions of our customers. Not surprisingly, Virat was a natural choice for us!,” says Blue Star CMD Vir S Advani.
Kohli too hails the brand. “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,” said the Indian cricket team captain.
“The air conditioner industry will end the current fiscal with a growth rate of 10% to 12%, whereas we will outgrow the industry at 15% to 17%,” said B. Thiagarajan, MD, Blue Star Ltd.
“Our aim is to end the year with a 12.5% market share. In the next phase of growth, we want to improve our market share to 15% by FY24, for which we require a different strategy. It includes, having a product for every price point for customers, be present in all the towns, doubling the number of distributors and improving e-commerce sales by 5X among others,” he said.
Announcing they had roped in Mr. Kohli as brand ambassador since cricket had mass appeal, he said fans of the game trust him for his expertise, excellence in all three formats of cricket and consistent performance.
“(Also) we don’t have much presence in the north. The association with Mr. Kohli would help us to ramp up sales there,” he said.