Blue Star launches stylish home AC range

In a bid to push up its room airconditioners, AC and commercial refrigeration major, Blue Star, plans to introduce a  new range of aesthetically appealing and modern room airconditioners across the country.

Blue Star, which was so far absent in the domestic segment, has introduced split airconditioners to appeal to home consumers.

These airconditioners will be available in a wide range of 2, 3 and 5-star ratings as per the energy labeling programme of the Bureau of Energy Efficiency (BEE).

The launch will ride on the back of an aggressive advertising campaign. Blue Star says it plans to double its advertising spending to about Rs10 crore in the forthcoming summer season with a new set of TV commercials supported by print ads, mainline dailies, hoardings and internet.

The differentiated value proposition to the residential audience has been identified as 'Get office-like cooling at home' which leverages Blue Star's expertise in cooling offices and communicates that one can get the very same expertise at home.

The company has identified this value proposition based on extensive research and an insight that most consumers believe that office cooling is superior to home.

''The penetration of airconditioners in India is set to double over the next three years mainly driven by the residential segment," said B Thiagarajan, president, airconditioning and refrigeration products group, In a media communique.

We are confident that given our credentials and expertise in cooling  coupled with the fact that our new range will appeal to the residential segment and also will be easily accessible through an extended channel.''