From a consumer’s perspective, the refrigerator which cools the best is the best. A key part for good cooling is the compressor used, & Kelvinator’s compressors were, arguably, one of the best available globally. Apart from that, it was considered tough and reliable. Especially, since it had been in the Indian markets for many years…successfully.
One of the best and most apt taglines for any refrigerator brand, “The Coolest one”. This line is still recognized and remembered by many customers even though the brand has changed many hands in India with sporadic advertising.
Kelvinator had moved to the Electrolux umbrella in India and the mandate was with Ogilvy. Bobby Pawar along with Anil Bathwal worked on a unique quirky campaign that was on the lines of the storytelling format that Piyush Pandey was famous for.
The simple no-dialogue campaign set the tone for a new wave of consumer durable advertising that focused on the insight that most customers did not understand complex technology or parts but were more bothered about the benefits. In this case, it was the cooling power.
The campaign made the brand a little quirky & fun and made Kelvinator the ‘cool’ brand apart from being the coolest one.
The campaign films were shot by Prasoon Pandey
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