You never know when the Sun will get angry next!

Symphony Air Coolers recently launched its TVC for its residential cooler product line. The TVC is conceptualized by DDB Mudra and created by Studio Eeksaurus based in Mumbai. Designed using 3D computer graphics-based animation, the witty ad shows how the Sun can have a fit of anger at any time, for the silliest of reasons thus implying the need to kill the heat.

In a humorous take on the weather, one fine day the Sun gets extremely angry of the songs praising the moon of its beauty playing from all his radio channels. The hot-headed Sun roars in frustration and wakes destruction to the city, troubling citizens and incinerating trees all around. The Earth turns red as a result. Except for one house. This house under the protection of Symphony’s air coolers shows the advantages of the i-Pure multi-filtration system that cleans a spectrum of pollutants and keeps the house cool.

Check out the film here: https://youtu.be/uxqKep9Bwnc

Commenting on the TVC, director Suresh Eriyat, of Studio Eeksaurus remarked, “The summer is nearing, the heat is going to hit us all bad and many of us will curse the Sun for it. So we have the Sun as the main protagonist in this TVC. We have given him a personality of an authoritative military general who is extremely short tempered. The film had to be designed keeping in mind the wide demography of people across the country. It really is a bold decision that both Symphony as the client and DDB Mudra as a creative agency took to use animation for promoting a product line that has its primary consumers in the grown up age group. While we as a design studio know the benefits of animation medium, many of the clients that we meet with are extremely sceptical of using animation for their campaign. The fear that it will be taken lightly by the people or the campaign may turn childish if they use animation makes them steer away from animation! We are happy the way the film has turned out and are keen to see how the audiences respond to the film. ”

The brand’s bold decision to use animation is commendable considering we are seeing an animated ad of this magnitude close to a decade and a half after the legendary Amaron Battery Ads which were also created by Suresh and team with Ogilvy.