NEW DELHI: Air conditioning and commercial refrigeration company Blue Star has released a pan-India ad campaign starring brand ambassador Virat Kohli.

Built around the thought of ‘Happiness is a fast-cooling AC’, the TV commercials show Kohli rescuing helpless people from a slow cooling AC. The print advertisements featuring the Team India captain make a strong pitch for a fast-cooling AC. The campaign, conceptualised by FCB Interface, is also being rolled out on platforms such as OOH, digital, dealership collaterals and other key touch points.

Blue Star managing director B Thiagarajan said, “Our continuous efforts have enabled us to offer something new every season and I am glad that this time around, it is our new range of ‘fast cooling’ ACs. Designed to tackle harsh summers, this new range is indeed the need of the hour. We have rolled-out a new peppy campaign featuring Virat Kohli which focuses on the key benefit of ‘fast-cooling’ of this new range. With this campaign, we have further extended our association with Virat as his mass appeal has been enabling us to connect to and widen our TG to include tier-3/4/5 markets.”

FCB Interface chief creative officer Robby Mathew added, “When an AC does not cool fast, it only adds to our discomfort. This is the insight that the campaign builds on, with a dash of fun and the kind of energy that Virat Kohli brings.”