Tuesday, April 12, 2011

Blue Star's cool thinking

Summer can be horribly hot and sweaty in India. Temperatures sore and so does heated debates and egos. Summer is a time when the AC brands in India also get active. They spend millions trying to persuade consumers to buy their AC's. But like most categories, the AC category, which is a sub-class of the White Goods category has its own conventions and cliches. You will notice that the moment you turn on your TV. Brands like LG, Samsung, Panasonic, Voltas, Onida are all fighting for market share with some really boring, unexciting propositions. Nothing much has changed over the years. The creative executions are even more pathetic.

The top three propositions are often:
1. Equal cooling at all corners of the house.
2. Anti-germ, anti-bacterial and clean air.
3. The most energy efficient AC for your home.

Cut to Blue Star. Blue Star, the AC brand has been the market leader in office cooling or air-conditioning solutions for commercial complexes. They created some memorable advertisements claiming their expertise in cooling solutions.
Blue Star recently ventured into the home cooling segment. And they brilliantly integrated their proposition of being an "cooling expert" from offices to home. Now that's the brilliance of good strategic thinking. When you're positioned as an expert, you build on that. You don't look for lame propositioning which leads to boring creative communication to persuade consumers. Blue Star found an excellent proposition that builds on their expertise at office and smoothly integrated that with the task at hand - home cooling. The result - Get office like cooling at home. Now thats refreshing. A nice execution helps you stand apart too.
Good work Blue Star. Look forward to some more refreshing creative work from you.

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