This winter was surprisingly chilly. We wanted Mumbai to experience the effect of an Electrolux AC, that’s almost as good as the winter. We fabricated an entire air-conditioner onto a hoarding. The beauty of the innovation was the digital thermometer embedded in the AC, feeding in live temperatures of the area. However, the thermometer was placed in place of the LED that displayed the temperature the AC is set to. So, when it was actually 16 degrees in Mumbai, it seemed as if the AC had been set to 16 degrees. And hence, it was pleasantly cool all around.

People stopped and noticed our unique hoarding, marveling at the eye-grabbing contraption. It even induced a mild chuckle from some. The brand recorded a 7% increase in footfalls at the nearby Electrolux showrooms, which was a first of sorts for any AC brand in the cool months of October-December. The brand had also cut through the advertising clutter and stood out, that too at a fraction of their usual budget. The AC not only cooled Mumbai; it also carved out a place for itself in every Mumbaiite's mind.