It was in the late 90\u2019s, that the market leader in branded room coolers Symphony, came with a cooler which looked like a window air-conditioner. It had good cooling and low noise \u2013 and for the untrained eye it looked just like an air conditioner.<\/p>\n\n\n\n
At that time the penetration of air conditioners in households was less\u2026 lesser than even cars!! As an air conditioner was perceived as a luxury, even elitist! Contextually, an air conditioner was used derisively like \u2018you sit in your air conditioned cabins and\u2026\u2019<\/p>\n\n\n\n
The brief came to Jagdish Acharya & his team at Mudra.<\/p>\n\n\n\n
They conducted research to understand people’s attitude to air-conditioners. And it threw up a very interesting insight – people actually coveted it so much that they criticize those who have it! Sour grapes and jealousy!<\/p>\n\n\n\n
It all began with a line Jagdish wrote – Aapko thandak auron ko jalan! Apt and summarised everything succinctly!<\/p>\n\n\n\n
The team came up with the thought of people bitching about those who have the luxury of air- conditioner only to realize that it was a cooler. Charming funny copy was written!<\/p>\n\n\n\n
Filmmakers Namita Roy Ghosh and Subir Chatterjee were approached to do the films. They had apprehensions<\/p>\n\n\n\n
They wanted the bitching to be devoid of logic. When you\u2019re burning with jealousy you don\u2019t even think what you\u2019re saying. As inane as \u201c9 no. ka jootha pehan ke AC mein sota hai\u201d<\/p>\n\n\n\n