Thermocool bets on regional storytelling with India Ka Naya Andaz

MUMBAI: One nation, many stories and Thermocool wants to tell each one in its own language. The home appliance brand has launched ‘India Ka Naya Andaz’, a nationwide campaign that swaps one-size-fits-all messaging for state-specific storytelling, as brands increasingly turn to localised marketing to build deeper consumer connections.

The campaign marks Thermocool’s attempt to celebrate India’s cultural diversity through customised creatives tailored to different states, reflecting regional identities, traditions and aspirations while staying anchored to the brand’s ‘Aspired Living’ philosophy.

Rather than relying on a uniform national message, the campaign adapts its communication to local audiences, aiming to make the brand more relatable across diverse markets. Thermocool believes that while lifestyles vary across regions, the aspiration for modern, comfortable living remains a common thread.

To complement the campaign, the company is also offering vouchers worth up to Rs 11,000, adding a promotional element to its consumer outreach.

The initiative comes as brands increasingly invest in hyperlocal marketing strategies to strengthen emotional connections with consumers beyond metro markets. By weaving regional culture into its communication, Thermocool is looking to deepen engagement while expanding its footprint across India.

The campaign also aligns with the company’s broader growth strategy as it continues to widen its portfolio across air coolers, refrigerators, washing machines, LED televisions and kitchen appliances.

Led by Rajeev Kumar Gupta, Thermocool has been stepping up consumer engagement through high-visibility campaigns alongside market expansion. With ‘India Ka Naya Andaz’, the company is positioning regional relevance as a key pillar of its branding strategy, betting that speaking to consumers in a way that reflects their own cultural identity can be as powerful as the products themselves.