MUMBAI, INDIA 26th March 2025 – Global marketing transformation company VML India, has partnered with Blue Star, India’s leading cooling solutions provider, to launch the third season of its highly successful “Garmi Ki Chhutti” campaign. This year, the campaign dials up the heat – and the star power – by pitting Blue Star Air Conditioners against multiple menacing “Garmi” (heat) characters, with Kohli taking center stage as the ultimate heat-busting hero.
Leveraging Kohli’s unparalleled popularity and the fever pitch surrounding the IPL, the campaign aims to fortify Blue Star’s position as the go-to solution for fast and high-performance cooling while maintaining a premium and aspirational brand image that resonates with a broad audience.
“After two successful campaigns featuring Blue Star versus heat characters, we wanted to elevate the concept while ensuring it remained memorable,” said Girish Hingorani, Vice President – Marketing (Cooling & Purification Appliances) & Corporate Communications, Blue Star Limited. “The new campaign highlights multiple ‘Garmi’ characters in various scenarios succumbing to the superior cooling of Blue Star Air Conditioners, with Virat Kohli playing a central role.”
The latest “Garmi Ki Chhutti” campaign features Virat Kohli in four distinct TVCs, each showcasing relevant and engaging scenarios where Blue Star ACs deliver a match-winning performance against the sweltering heat. Kohli’s dynamic presence and relatable portrayal of everyday heat struggles are sure to strike a chord with fans across the country.
“Our task was to leverage the ‘Garmi Ki Chhutti’ concept and integrate Virat Kohli in a more active way,” said Babita Baruah, CEO VML India. “The campaign stays true to the essence of what made the previous seasons successful, particularly with respect to the tone, characters, and themes, but shown in a more fun way.”
The “Garmi Ki Chhutti” campaign will run across television and digital platforms as well as outdoor installations throughout the summer season, coinciding with the peak of the IPL frenzy.
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