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.
MAM
BLS International launches #VisaReady campaign to guide applicants
Initiative targets visa myths, delays and rejections with practical guidance
MUMBAI: Visa woes may soon meet their match because paperwork, it seems, is finally getting a user manual. BLS International has rolled out a new awareness drive, #VisaReadyWithBLSInternational, aimed at simplifying the often confusing visa application process and reducing delays caused by misinformation and incomplete documentation. The campaign, led across social media platforms, zeroes in on a long-standing pain point for travellers: lack of clarity around procedures, timelines and requirements. By offering step-by-step guidance, documentation checklists and clear Dos and Don’ts, the initiative attempts to turn what is typically a stressful process into a more predictable one.
At its core, the campaign also seeks to bust common myths that frequently derail applications issues that often lead to avoidable rejections or last-minute complications. The idea is to equip applicants with practical, actionable insights so they can plan better and submit stronger applications within expected timelines.
The push will not remain limited to digital channels. BLS International plans to extend the initiative across its Visa Application Centres globally, reinforcing awareness at key touchpoints where applicants engage with the process.
BLS International joint managing director Shikhar Aggarwal framed the campaign as more than a communication exercise, emphasising the company’s attempt to embed guidance and preparedness into every stage of the applicant journey.
Operating in over 70 countries and working with more than 46 client governments including embassies, consulates and diplomatic missions, the company has built a sizeable footprint in visa and consular services. With this campaign, it is now leaning into education as much as execution, signalling that in the world of visas, clarity might just be the new currency.
