MUMBAI: Intex Technologies, a leading consumer electronics major, which had recently announced its first ever range of air-conditioners to complete its bouquet of consumer durables offerings, has come out with its maiden ad campaign for the range today. The ad conceptualized by Publicis India depicts the situation of a typical middle-class Indian household using air-conditioners guzzling electricity and in turn grappling with the after-affects of high electricity bills.
ACs consume a lot of electricity when used regularly for long hours during summers. This often results in very high electricity bills that is quite shocking for a common man. The advertisement draws a comparison between this extreme shock or ‘Dill ka Daura’ with the creative expression of ‘Bill Ka Daura.’ The campaign stresses that with the installation of Intex Super Saver Inverter ACs in the house, a middle-class family saves 30% electricity, gets 15% faster cooling and thereby prevents itself from having a ‘Bill Ka Daura’.
Speaking about the first AC campaign, Nidhi Markanday, Director & Business Head, Intex Technologies said, “The TVC is aimed at eliminating the fear in the minds of common people that in summers switching ON air-conditioners means incurring high electricity bills. With Intex ACs, we have made sure that every household can now freely use their ACs to enjoy the cool atmosphere without thinking of power consumption. Intex has always striven to change people’s lives through affordable and quality products. Our power packed range of air conditioners complete our consumer durables product portfolio and strengthen our positioning in the Indian market.”
The campaign is set in a house with family members and a doctor where the man has suffered from an extreme shock which has been caused due to the high electricity bill. Intex Super Saver Inverter AC comes out as a solution for this ‘Bill Ka Daura’ in a humorous and entertaining manner.
The superior technology of Intex ACs acts as an enabler by appealing to the ‘cost consciousness’ of the Indian family and so is assured that they can go ahead and switch ON the AC whenever they want. The Air Conditioners boast of E3 Chill proposition - Efficient, Effective and Economical.
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