To spend Rs 20 crore on advertising and marketing campaign with a target of 55 per cent market share

With the onset of summer, leading air cooler maker Symphony Ltd on Friday said it is spending Rs 20 crore on advertising and marketing campaign with a target of 55 per cent share of branded air cooler market this year in the country.

Its recently launched “i-range” of air coolers offers intelligent air cooling experience with the least manual operations, Achal Bakeri, Chairman and Managing Director, said here.

This energy-efficient product range come with features like Dura pump technology, which ensures longer life of the pump, empty water tank alarm, memory restore function, full function remote control with on/off timer, etc.

The company is focusing on creating awareness about the benefits of using air coolers, through its recently-launched, 360-degree, pan-India campaign, “India ko rakhe cooler”. The company’s range of products is designed to fit different socio-economical Indian needs, he said.

At present, Symphony has a 40 per cent market share in branded air cooler market in India.

The three-month-long campaign comprises advertisement through 90 second long TVC, print, radio, and cinema, digital, on ground, outdoor and social networking platforms.

The TVC has been made in Hindi and regional languages like Tamil, Telugu, Kannada, Marathi, Bengali and Oriya. The campaign will focus on propagating the benefits such as operating cost of one or two bulbs only for Symphony coolers, power efficiency as these air coolers can also run on an inverter, and can be used both indoors as well as outdoor.

Currently, the market size of air coolers in India is estimated to be around Rs 1,000 crore. The unorganized air cooler market has a share of around 50 per cent.

(This article was published on April 5, 2013)
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