MAM
Option Designs bag creative duties for Sansui Mobile
MUMBAI: MUMBAI: After a multi-agency pitch, Option Designs bagged the creative duties for Sansui Mobile.
As per the mandate, the agency will be in-charge of creating a bigger share in the mobile market pie. “The mobile market is bursting out of its seams and with the competition only growing it will be our duty to create a market for the brand and create a bigger share in the pie for it,” says the company’s managing director Japneet Singh.
The account size is estimated at Rs 2 crore and agencies like MC Saatchi, Percept among others had pitched for it.
On the account win, says Digiworld marketing head Divya S. Nautiyal, “Sansui Mobile is one of the late entrants in the market. Being a Japanese company the USP of the Sansui Mobile is the technology that it would be offering to the market. Colour schemes and the fine sound quality are the two benefits that we would be offering to the users. We want to channelise these offerings in our communique in the most effective way which would further help us in building a top of mind recall for our products.”
The company expects the agency to understand the product, market and the behavior of its target audience and accordingly design the messages, so that it can help reach out with the right message for the right set of audience.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
