} Blue Star Unveils A New Ad Campaign Featuring Virat Kohli

Air-conditioning and commercial refrigeration major Blue Star has roped in Indian cricket team captain Virat Kohli as Brand Ambassador and planned a big bang marketing campaign for the next 14 months, which includes the ensuing festival season.

On Virat Kohli’s appointment, B Thiagarajan, Managing Director, Blue Star said, "The company has rolled out new festive campaign, conceptualized by FCB Interface, which unveils Kohli’s association with Blue Star’s room air conditioners. The new TV commercial highlights the company’s new range of room air conditioners which can deliver up to 30% extra cooling when needed. Since cricket has a mass appeal and Kohli’s skills are unmatched in the game, this campaign is apt for the company."

Thiagarajan also added, “Though 60 percent of our sales come from tier III, IV and V locations, we have to get into many geographies and customer segments, reach out to institutions and individuals, and expand both digital and conventional channels.”

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