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Hindware Appliances supports Hindware Snowcrest i-Fold with a TVC

Shreoshree Chakrabarty March 31, 2021

India’s first foldable Air Cooler, Hindware Snowcrest i-Fold’s launch is being supported by Hindware Appliances with the release of a new TVC campaign “Summers mein kare cold, winters mein ho jaaye fold”. With i-Fold, an innovative air cooler that can be folded up for easy storage when not in use and that offers efficient cooling with a powerful air throw of 3400 M3 per hour, the company aims to expand its offering in the air cooler segment.

The film shows an old man, who has come to visit his son, plonking on a couch, complaining about the hot city weather. The son is busy making tea in the kitchen and hears his father complains and answering that he simply says, “kholdo” (open it). The father gets all confused and assumes his son is asking him to undress. So, he unbuttons his shirt, and gradually loses all his clothes. The son on walking to the room finds his father in just the vest and boxers. He then points to the foldable Hindware Snowcrest i-Fold Air cooler right next to his father, finally putting an end to the comedy of errors. With powerful cooling, the film then shifts its focus to the i-Fold’s innovative easy-to-store ability by highlighting how the product is a perfect fit for all seasons. DDB Mudra Group has conceptualised this TVC.

Platforms such as digital, TV and print will showcase the 360⁰ integrated campaign. The campaign will air on 24 television channels including GEC Sony Sab, and prominent news channels such as ABP Network, NDTV and AAJ TAK amongst others and will be featured across electronic, print, and digital media platforms for widespread reach. Hindware Appliances social media channels like Instagram, Facebook and YouTube will also air this TVC for better targeting.

It will also be available in other regional languages such as Malayalam, Hindi, Telugu, Marathi, Tamil, Bengali and Kannada. The TVC will run across North-Eastern states, Punjab, Karnataka, Uttar Pradesh, Telangana, Uttarakhand, Andhra Pradesh, West Bengal, Tamil Nadu, Gujarat and Maharashtra.

Mr. Rakesh Kaul, CEO & Whole Time Director, Somany Home Innovation Limited (SHIL), said, “As a company, innovation is at the core of every product we introduce for our customers. Hindware Snowcrest i-Fold is no exception. With i-Fold, we want to offer every Indian home a wholesome solution, not for just summers but for the seasons that follow as well. And now that we have built this summer ready, easy-to-store, powerful air-cooling device, we can’t wait for our customers to make the most of it.”

Mr. Kaul further added, “i-Fold is a one-of-a-kind product, so it had to have a one-of-a-kind campaign. After several scribbled notes and incredible brainstorming sessions, we finally narrowed down on ‘Summers mein kare cold, winters mein ho jaaye fold,’ to perfectly articulate the soul of the product. When finalizing the TVC, we ensured that the entire property was laden with the same elements of fun and simplicity as the tagline, thus truly resonating with the i-Fold’s remarkable offerings.”

Commenting on the commercial, Karan Shetty, Director, Fingerprint Films, said, “When the script came to us last year, my team and I liked how a vague instruction, a simple misunderstanding, and a light-hearted twist-in-tale that could introduce the product with such accuracy. Working on this film was a memorable experience as I got to work with an innovative pioneering product; casted Rajesh Puri, which was a nostalgic trip down the memory lane; to create such a quirky and amusing screenplay.”

Rahul Mathew, National Creative DirectorDDB Mudra Group added, “The idea was to have unique fun, because plain fun wouldn’t cut. The play on the word ‘Kholdo’ and the Indian habit of dads to go all commando with the onset of summers was a good space to play in. The TVC made sure i-Fold’s functionality was showcased in all its glory, and the story’s humorous intrigue keeps the audience attached to the piece.”

Watch the TVC on YouTube and Facebook.



Creative Agency: DDB Mudra

Creative: Rahul Mathew (National Creative Director), Sarthak Sharma, Priyanka Sabharwal

Business: Ashutosh Sawhney, Vineet Kindra, Sonali Chowdhury, Pranav Kapoor

Strategy: Aditya Banerjee

Production House: Fingerprint Films

Director: Karan Shetty


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