Kidstuff sets the right temperature for Blue Star

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | May 25, 2010
For its split ACs, the company has explored on ground for the first time, with the objective of connecting with its TG present across corporate houses

Last month, Kidstuff, the activations arm of Mudra Max, bagged the on ground mandate for Blue Star, the air conditioning and commercial refrigeration company. For its split ACs, the company has explored on ground for the first time, with the objective of connecting with its TG (target group) comprising men in the age group of 30 and above, present across corporate houses.

& #BANNER1 & #Over the years, the brand has made its presence felt in corporate and commercial cooling solutions. The need to tap the room AC segment surfaced as the brand noticed that about 50 per cent of its revenue from room ACs (with a majority of split ACs) come from the residential segment.

As part of a 10 day activity early this month, empty cartons of Blue Star split ACs were mounted on taxis, along with placards which read 'I am taking office-like cooling home'. The taxis frequented corporate parks across Mumbai. Also, the company placed standees close to the exit areas of corporate buildings in Delhi, Mumbai, Hyderabad, Chennai and Bengaluru. On these, a similar copy read 'Heading Home? Take office-like cooling with you'.

Pamphlets came handy in informing prospective buyers about the offerings and rates. Additionally, promoters clarified the queries and directed the interested buyers to the dealer personnel present in each building.

Rahul Karwa, head, Kidstuff Mumbai, says, "When it comes to on ground, clients are on the lookout for maximum outcome with minimum spends. Moreover, on ground works to the advantage of a brand when the TG is present in corporate houses because there will be no spill over - as in case of any other media such as outdoor."

The proposition of office-like cooling was explored as the brand is well known for this and also the fact that the cooling temperature in the offices is always perceived to be better compared to that of homes. The activity was in line with the brand's mass media campaign running across television, print, outdoor and digital.

Girish Hingorani, deputy general manager, corporate communication and marketing, Blue Star says that the communication needs to stand out when it's not just any consumer durable brand but a specialist player from a particular category, talking to a discerning consumer. "Also, based on the encouraging response, we plan to step up on-ground activities in the days to come. Earlier, we were restricted to conducting events and loyalty programmes," he adds.

According to the company, as an outcome of the activity, the company was able to sell about 50 ACs in a single day in Chennai.

For the record, Blue Star has 720 dealers pan India, out of which 500 are present across metros. Unlike consumer durable brands that use multi appliance channels, the company banks on its network of dealers and 50 product display areas present across the country.