Description
India’s cooling appliance category is creatively dead. By peak summer, the Indian consumer has been served the same story and scrolled past every version of it. Flipkart's Cooling Days needed to break through the most predictable media moment of the year, in a category where creativity had flatlined. In a category where every ad looks the same, looking the same is the worst thing a brand can do. "Only Fans" carries a double taboo. Using Only Fans (the platform) is socially unacceptable. Using ‘only fans’, the appliance is practically unacceptable this summer. Two different wrongs, same two words. Both pertain to heat. So, we placed the phrase in the most innocent setting imaginable - a family living room with three generations present. "Only Fans" passed between them, each utterance more loaded than the last, the discomfort building until the grandfather's reveal snaps it into clarity.
