As the mercury rises, Blue Star, a leading cooling solutions brand, has launched the third season of its popular “Garmi Ki Chhutti” campaign, and this time, cricket icon Virat Kohli is onboard as the brand ambassador.
Known for its innovative approach to cooling, Blue Star is once again tapping into the summer’s most notorious villain – the intense heat – by introducing an entertaining series of TV commercials, digital content, and much more to showcase its powerful air conditioners.
Blue Star’s “Garmi Ki Chhutti” campaign, crafted by VML India, brings a fresh and dynamic twist to the heat-themed narrative by introducing a host of quirky and menacing “Garmi” characters. Each of these animated heat villains represents different types of unbearable summer conditions, making them the perfect nemeses for Blue Star’s advanced air conditioning technology.
Virat Kohli, the brand’s newest face, is at the heart of this action-packed series, taking on these heat monsters in a way that blends humor with relatability. The commercials feature Kohli effortlessly overcoming the oppressive summer heat with the help of Blue Star’s air conditioners, delivering cool and refreshing comfort to everyday situations.
With the IPL season in full swing, Kohli’s inclusion in the campaign couldn’t have come at a better time. As one of India’s most beloved and iconic sports figures, his involvement adds immense value to the campaign, creating an instant connection with the audience. His popularity amplifies the message that Blue Star is the ultimate solution for combating the sweltering summer temperatures.
“After the success of the previous two seasons, we wanted to elevate the concept and ensure that this year’s campaign was even more memorable,” said Girish Hingorani, Vice President – Marketing (Cooling & Purification Appliances) & Corporate Communications, Blue Star Limited. “This season, we’ve expanded the ‘Garmi Ki Chhutti’ concept with multiple heat characters, making the narrative more engaging, and Virat Kohli’s central role perfectly embodies the message of comfort and relief.”
To ensure that the campaign reaches a wide and diverse audience, Blue Star will be rolling out the “Garmi Ki Chhutti” initiative across multiple platforms. The campaign will feature:
Television commercials: A series of four distinct TVCs will be aired, showcasing relatable scenarios where Kohli and Blue Star ACs take on extreme heat with ease.
Digital & Social Media Platforms: Engaging digital content and social media promotions will amplify the reach, encouraging viewers to interact with the campaign in fun and creative ways.
Outdoor Ads & Billboards: The campaign will be prominently displayed through outdoor advertisements, billboards, and other high-visibility spaces.
On-ground IPL Activations: Blue Star will also leverage the excitement around IPL 2025, bringing the campaign to life through immersive activations that will bring the fight against heat directly to consumers.
Babita Baruah, CEO of VML India, highlighted the creative thought behind the campaign. “This time, we wanted to integrate Virat Kohli in a more active and dynamic role. The tone and themes of the campaign stay consistent with the previous seasons, but the addition of more heat characters and the fun twist gives it a fresh, exciting appeal.”
As temperatures continue to rise each year, Blue Star remains committed to providing innovative cooling solutions that ensure comfort and relief during the hottest months. The “Garmi Ki Chhutti” campaign positions Blue Star as not just a brand, but a reliable companion in the battle against scorching summer heat.
With Virat Kohli leading the charge, Blue Star continues to solidify its reputation as India’s go-to brand for cooling solutions, offering consumers a chance to beat the heat in style.
So, this summer, let Blue Star and Virat Kohli be your partners in saying goodbye to unbearable heat – and hello to cool, refreshing comfort with the all-new “Garmi Ki Chhutti” campaign.
