It is Time to Invest in Yourself , Cruise Appliances
Since the establishment of Cruise 25 years ago, the company has been steadily working toward building a brand which believes in delivering global quality products. In the span of last 2 years Cruise has steadily evolved and engaged in strategic marketing activities to connect with the consumers PAN India. Hence in 2017 we successfully released our first ever television commercial to take our communication to the end consumers.
Being a 25-year-old company, Cruise has always focused on providing world class air conditioning and refrigeration products. We believe that everyone is entitled to great engineering air conditioning products especially when it comes to the home air conditioners. A healthy environment and a good night’s sleep should be a part of one’s daily lifestyle in which an air conditioner plays a pivot role. We believe that these are not luxuries but should be a part of one’s lifestyle. This is where Cruise air conditioner becomes a great investment for a modern family in India which seeks to invest in health, comfort, and happiness in both residential and commercial spaces. Based on this brand promise, the baseline of Invest in Yourself was composed.
The main objective of the campaign was to present the amazing cooling power of Cruise air conditioners. The campaign highlights the most essential benefits of a Cruise air conditioners which include advanced cooling technology, minimum noise operations, and dust/bacteria filters which ensure a healthy and a sound sleep instantly.
The campaign had a universal appeal across all our young target customers and it also re-emphasizes the brand’s world-class quality and standards. To make the proposition appealing, the television commercial pictures a romantic couple falling asleep instantly as they enter their room which has a Cruise Air conditioner. The advertisement was directed by Australian director Jeff Balsmeyer with an international star cast, who has managed to bring out some great performances and amazing comic timing.
The campaign positions Cruise as a brand that ensures a sound sleep for its consumers and thus making it a great investment. Apart from this we also wanted to draw attention on the thought that with Cruise you not only bring the finest innovation at your home but also invest in world-class comfort.
The campaign was effectively executed throughout the electronic and print media. Apart from this, we also promoted this communication at the leading cinemas of the Tier-I, Tier-II, and Tier-III cities. The print and outdoor advertisements successfully take forward the thought from the television advertisement, ensuring the key message is given out to consumers. To give a 360 degree push to the communication we promoted the campaign via outdoor hoardings, bus shelters, and showcase in cinemas across metro cities in India.
In the coming years, we would like to continue with the core brand promise of Invest in Yourself to build a strong place for Cruise in the global market. For 2018, marketing activities will be focusing on increasing the brand visibility and to further be recognized for our world class premium products. The fast growing digital medium will be a key platform to spread this proposition through a creative communication and smart content.