MUMBAI: This summer, it's not just temperatures soaring-so is Thermocool's brand game. Thermocool Home Appliances has teamed up with the upcoming Hindi cinema thriller Raid 2 in a star-powered collaboration featuring Ajay Devgn, aiming to blitz every screen and street corner across India.

Produced by T-Series and Panorama Studios, Raid 2 brings themes of courage and justice—values Thermocool claims to bottle into every appliance it sells.

"We are thrilled to be associated with Raid 2—a film that talks about courage, integrity, and doing the right thing. These are values that we at Thermocool highly admire and mirror in our products and brand philosophy", said Thermocool Home Appliances Ltd director sales & marketing Tanuj Gupta.

The campaign is already firing on all cylinders—television ads, Youtube streams, social media blitzes, and giant hoardings have flooded tier one and tier two cities, making sure no thermostat-owning human misses the memo.

Gupta further noted, "This partnership also showcases our changing marketing strategy, which is centred around high-recall partnerships and more meaningful audience interaction".

In-cinema branding, curated contests, and digital content are fuelling Thermocool’s ambitions to lock into the hearts (and homes) of India's families, especially as the heatwave encourages shoppers to rethink their cooling solutions.

Devgn's no-nonsense screen presence dovetails neatly with Thermocool's promise of robust, value-based home products. With Raid 2 expected to have a wide national reach, the brand is banking on more than just box office success—it's aiming for serious emotional connect and deeper market penetration.