Ad Campaigns
Midea turns up the heat with Rashmika Mandanna as cool new ambassador
MUMBAI: Carrier Midea India has recruited south Indian and Hindi cinema darling Rashmika Mandanna to add some star power to its air conditioning lineup, as the company looks to fan the flames of desire for its cooling solutions across the sweltering subcontinent.
The partnership arrives as India’s air conditioning market is heating up, with rising urbanisation, swelling disposable incomes and increasing temperatures creating perfect storm conditions for manufacturers. Industry projections suggest the sector will enjoy robust growth over the next five years, with companies jostling for position in an increasingly crowded marketplace.
“The Indian air conditioning industry is evolving rapidly, and consumers are seeking brands that offer not only superior products but also an emotional connection,” said Carrier Midea India chairman and managing director Sanjay Mahajan. “Rashmika Mandanna’s association with Midea air conditioners will amplify our presence and strengthen our commitment to providing smart, sustainable, and high-performance air conditioning solutions.”
Mandanna, who has captured hearts across multiple film industries and boasts a formidable social media following, will headline the Yeh Air Conditioner Nahin, AI Conditioner Hai campaign. The multimedia blitz will span television, digital platforms and retail touchpoints, with the actress’s wide appeal expected to help Midea penetrate deeper into both metropolitan and regional markets.
“I am happy to partner with Midea air conditioners, a brand that truly understands the importance of smart and efficient cooling in today’s homes,” smiled Mandanna, whose charm and relatability align neatly with Midea’s brand values of innovation and modern living.
The marketing strategy extends beyond traditional advertising into the realms of social media activations, influencer collaborations and interactive content. Midea will also deploy retail demo zones at electronics stores, offering customers hands-on experience with its cutting-edge cooling technology.
Carrier Midea India national sales & marketing head Depender Redhu said: “This partnership comes at a pivotal time when we are expanding our distribution network and strengthening our consumer outreach. Rashmika Mandanna’s endorsement will boost brand preference and credibility, helping us reach all of India this year.”
Added head of marketing Alok Kohli:“Today’s consumers engage with brands beyond traditional advertising, and we are committed to meeting them where they are. Alongside TV and digital campaigns, we will leverage social media activations, influencer collaborations, and interactive content to create a deeper connection with our audience. Our campaign will build a more immersive brand experience. We expect to see a significant increase in brand engagement as a result of this association.”
As temperatures soar across the subcontinent, Midea’s strategic play may well prove prescient. With Mandanna’s star appeal and a comprehensive marketing approach, the brand hopes not just to survive but thrive in the Indian summer’s brutal heat—providing cool comfort to sweltering consumers while turning up its market share in the process.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
