MAM
Saif’s the Cool Factor as Thermocool turns up its style makeover
MUMBAI: If cool had a postcode, Saif Ali Khan just changed it to Thermocool. The home-appliances brand has kicked off its most ambitious transformation yet with a slick new TVC starring the Bollywood icon, signalling a bold leap from a legacy regional label to a national lifestyle contender.
Thermocool, which underwent a full-scale refresh earlier this year complete with a redesigned logo, trendier packaging, and a more contemporary communication style has anchored its new brand philosophy in the line “Aspired Living.” The Saif-fronted campaign pushes this evolution into high gear.
Built on the idea “Thermocool, India Ka Naya Andaaz,” the TVC taps into modern India’s taste for stylish, functional, and aspiration-led home appliances. With his easy charm, polished screen presence, and decidedly urbane energy, Saif becomes the natural face of this shift. His role spans the brand’s key lifestyle categories air coolers, refrigerators, air conditioners, and washing machines segments where design and desirability increasingly drive purchases.
Thermocool Home Appliances Limited managing director Rajeev Kumar Gupta said the campaign marks “a pivotal moment” for the company. “‘Aspired Living’ captures our philosophy perfectly. With Saif on board, we’re confident of strengthening our aspiration-driven identity and connecting deeply with modern consumerism,” he noted.
The TVC leans into Saif’s witty, relatable persona, amplifying the brand’s new visual language and giving its modern ethos a sharper edge. The refreshed storytelling is expected to help Thermocool break into a wider national audience while strengthening its “aspiration-led communication strategy” in an increasingly competitive market.
Thermocool director of operations Tushar Gupta, added that India’s rapidly evolving lifestyle preferences have shaped the campaign’s direction. “Saif’s persona gels with the new look and feel of our brand. This campaign plays a vital role in cementing our position across markets,” he said.
According to Thermocool director of sales & marketing Tanuj Gupta Thermocool’s growth in recent years set the stage for this aggressive 360° rollout. “Saif brings great aspiration value. We believe this association will help Thermocool become the first choice in homes across the country,” he explained.
The 360° integrated campaign will unfold over the next few months, combining digital-first initiatives, on-ground visibility drives, and an extended TV rollout later in the year. With Saif Ali Khan signed on as a long-term ambassador, the brand aims to strengthen affinity and boost relevance among new-age consumers.
As digital exposure surges and consumer expectations evolve, Thermocool believes its refashioned communication paired with Saif’s star power will help it stand out in the home-appliances clutter. With consistent growth over the past few years, the brand is now gearing up for its next phase of expansion, backed by heightened visibility, a sharper design narrative, and high-impact storytelling.
If the new campaign is any indication, Thermocool isn’t just cooling homes anymore, it’s heating up the style stakes.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
