MAM
Symphony coolers tell a new story in summer campaign
MUMBAI: Breaking away from the normal feature-led campaigns that symbolise the category, air cooler brand Symphony has launched its summer campaign for its product ‘Storm‘ has used a feature film footage in the commercial.
The task of Mudra Ahmedabad was to create a campaign that would make the storytelling fresh and brave. launch a and produced by Hello Robot. What came out was a story that is part real, part gimmick, part Bollywood masala and part social message. Heat makes people crazy, they go out and do things that are bizarre as they are irritated by the rise in temperature. The answer: Symphony Storm that will keep these people indoors and in check.
Says Mudra Ahmedabad group creative director Ravinder Siwach, “We decided to do something that will make people say ‘what was that‘!? Think, this is the first time anybody has used a feature film footage in a commercial.”
The brief given to the agency was to to launch the new model in a ‘never before manner‘. Says Symphony GM marketing Rajesh Mishra, “We wanted a very unique launch communication for it in our unique Symphony language. We experimented a bit with the execution and at times even had second thoughts about taking the risk. But today I am happy to share that we have been able take it at a level above. The rest is for the audience to judge.”
The sales for Symphony this summer, already rising to record temperature levels in many parts of the country so early in the year, will confirm whether the experiment to do a break away campaign was worth taking a risk or not.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
