Symphony targets 55% share of Indian branded air cooler market this summer
In order to expand the branded air cooler category, Symphony Limited, the world leader in air cooler manufacturing, has recently launched ‘India Ko Rakhe Cooler’ – a pan India campaign. Through this campaign the company targets 55% share of the Indian air cooler market this summer. The campaign focuses on creating awareness about benefits of using air coolers and company’s wide range of products that are designed to fit every diverse socio-economical Indian needs.
India is a vastly under cooled country with penetration of cooling appliances including air coolers being very low. This 360 degree advertising and marketing campaign aims at propelling the demand of branded air coolers with the 90 second long TVC which delineates various benefits of using air coolers. Targeting to expand customer reach the campaign will run across media including print, TV, radio, cinema, digital, on ground, outdoor and social networking platforms.
Highly energy efficient in nature, company’s new ‘i-range’ air coolers come with a slew of intelligent features like Dura-Pump technology, which ensures extremely long life of the pump, Empty water tank alarm, Memory Restore Function, Full Function Remote Control with On/Off timer, etc.
India being a power starved nation, air coolers are the best bet as they consume only fraction of electricity compared to an air conditioner. Sharing his views Mr. Achal Bakeri, CMD of symphony said, “Symphony being the category leader, the onus is on us to make the consumers aware about the benefits of using an air cooler. Through this years’ campaign, we aim to expand the market of branded air coolers, which has tremendous potential in India.”
Symphony has earmarked Rs. 20 crore for this entire three month long campaign to convey their message across India. The TVC is made in Hindi as well as in Regional languages like Tamil, Telugu, Kannada, Marathi, Bengali and Odiya. The campaign will focus on propagating the benefits such as operating cost of one or two bulbs only for Symphony coolers, power efficiency as Symphony air coolers can also run on an inverter, deliver fresh and healthy air and can be used both indoors as well as outdoor.
Currently, the market size of air coolers is estimated to be around Rs. 1000 crore. The unorganized air cooler market has a share of around 50%. The current penetration of air coolers is very low and there’s an enormous opportunity waiting to be tapped.
Highlights :
- Recently launched ‘i-range’ air coolers to offer intelligent air cooling experience with least manual operation.
- Demand of branded air coolers is expected to increase this summer.
- Company focuses on creating awareness of benefits of air coolers through Rs. 20 crore ‘India ko Rakhe Cooler’ pan India campaign.
- Diverse demography and varied lifestyle will be covered through wide range of Symphony air coolers.
About Symphony Limited:
A world leader in evaporative air coolers, Symphony focuses on innovative design to create better and eco-friendly products for domestic and industrial customers in 60 countries across the globe. At Symphony, design-driven innovation and green engineering is a sustainable competitive advantage. Company delivers market-leading products with engineering and design innovation, improved energy conservation, distinctive styling and customer-centric design.
Established in 1988, Symphony leverages a unique and successful asset-light business model for its residential coolers in India and in-house lean manufacturing for its industrial coolers in Mexico to achieve sustainable and profitable growth.
Headquartered in Ahmedabad, Gujarat, India, Symphony is a global company committed to develop sustainable and responsible products. This means leading the air-cooling industry’s efforts to develop breakthrough green technologies to combat climate change. A publicly traded company in India with a manufacturing base in North America offering products in over 60 countries, Symphony continuously delivers value to its stakeholders in a profitable and predictable way.
For more information
Web: www.symphonylimited.com
