Conceptualized on the core idea “Thermocool, India Ka Naya Andaaz,” this new TVC takes cues from modern India’s evolving tastes, preferences, and style sensibilities. With his suave and urbane persona, effortless charm, and progressive outlook, Saif Ali Khan perfectly complements the refreshed identity of the brand. His presence reinforces Thermocool’s repositioning from a primarily regional brand to one that resonates with a wider, fashion-conscious national audience. The association extends across key lifestyle categories: coolers, refrigerators, air conditioners, and washing machines, in which style, functionality, and aspiration drive consumer choices.

Mr. Rajeev Kumar Gupta, Managing Director, Thermocool Home Appliances Limited, said, “This campaign marks a pivotal moment in Thermocool’s transformation journey. Our vision has always been to empower consumers with products that elevate everyday living, and ‘Aspired Living’ captures this philosophy perfectly. With Saif Ali Khan on board, we are confident of strengthening our aspiration-driven identity and connecting more deeply with modern consumerism.” While encapsulating Saif’s relatable wit and charismatic screen presence, the TVC amplifies the new visual brand appeal and communicates its modern ethos far more effectively. This refreshed storytelling enables Thermocool to reach and connect with a wider audience base while strengthening its aspiration-led communication strategy. The commercial states that the brand will play a crucial role in showcasing an upgraded design language and driving increased consumer engagement in an increasingly competitive market.

Mr Tushar Gupta, Director of Operations at Thermocool Home Appliances Limited, added, “India’s lifestyle preferences are changing fast, Thermocool understands the changing pattern  in modern indian consumer and our new TVC perfectly resonates with this change. Saif’s persona gels with the new look and feel of our brand as we try to convey the modern and stylish persona of the brand. This campaign would play a vital role in cementing our position across markets.”

Mr Tanuj Gupta, Director Sales & Marketing, Thermocool Home Appliances Limited, said, “Thermocool has seen phenomenal growth over the last couple of years, and this new 360° campaign is strategically aimed at leveraging the growth that the brand has achieved so far. Saif brings great aspiration value to the brand, and we believe this association will go a long way in strengthening our connection with consumers and helping Thermocool be the first choice in homes across the country.”

Strategically, ‘Thermocool, India ka Naya Andaaz’ is a 360°integrated campaign that will be rolled out over the next few months. The activation plan comprises digital-first initiatives, on-ground visibility drives, and an extended TV rollout in the latter part of the year. With Saif Ali Khan as a long-term brand ambassador, Thermocool seeks to harness his wide appeal to further drive brand affinity and build on its aspiration quotient among key audience cohorts. Over the last couple of years, Thermocool has reported consistent positive growth; this is a testament to the increasing adoption of the brand.

The new campaign has been crafted to leverage this growth momentum. Also, with increasing digital penetration, consumer exposure has increased immensely, and hence consumer expectations & demands are also evolving rapidly; therefore, it is imperative to stay abreast with changing consumer trends and keep filling up the voids.

The company believes this refashioned communication approach, backed by the magic of Saif, will help Thermocool stand out in the market and further fortify its position in the category while propelling it closer to becoming a preferred household brand across India. Having set up a solid foundation for stable expansion, the brand is getting ready for its next phase of expansion. Increased visibility, building product appeal, and expanded reach through targeted storytelling and high-impact campaigns are planned.

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The new packaging is meant to deliver a consistent and more engaging experience on the online platform and at the point of purchase. The shift is meant to appeal to urban, young consumers who not only desire products to be functional but also value visual attractiveness and a representation.

The design improvements are also focused on improving brand recall and differentiation in a crowded and competitive marketplace. The ideas are designed to improve brand identification and differentiate Thermocool in today’s competitive market. Customers will see a clean, modern aesthetic in the brand’s design, which is reflective of the company’s commitment to both performance and aesthetics.

Mr. Tushar Gupta, Director of Operations, Thermocool Home Appliances, said, “This rebranding marks a significant milestone in our brand’s legacy. Thermocool has defined trust, performance, and reliability, so while our new brand identity embodies the intrinsic meaning, it also reflects the changing ambitions of today’s connected, design-centric, young generation of customers. Without compromising our core values of quality and longevity, this is a significant improvement. It brings our brand home with the aspirations of a new generation of consumers.”

Mr. Tanuj Gupta,  Director Sales & Marketing, Thermocool Home Appliances, said, “Today, consumers don’t just want more from the brands that they invite into their lives; they want not just functionality, but purpose and design that speaks to their lifestyle. It’s more than the next logo update or packaging redesign; it’s about reframing how Thermocool interacts with its consumers. From shelf presentation to product experience, we are dedicated to delivering clever design, exceptional performance, and a brand that embodies the principle of contemporary living.”

The rebranding will be carried out within a marketing program across various channels, both online and in-store. With this, Thermocool Home Appliances is now an innovative and exciting platform in the category of home appliances, dedicated to making everyday life smarter, better, and more beautiful.

As Thermocool begins this exciting new chapter, it is laying the legacy of its founders and seeking to foster the changing expectations of consumers in today’s climate, moving forward. With an eye on the future and a new design language, Thermocool Home Appliances has the potential to inspire confidence and enrich everyday lives and strives to build ever stronger emotional bonds to households around India and beyond.

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This celebrity collaboration is another benchmark in Thermocool’s thrust toward community engagement through an immersive, culturally meaningful narrative. The Thermocool ad with Ajay Devgan is already running on Multiple platforms like Television, streaming on YouTube, and hitting audiences on social media platforms. Moreover, huge hoardings and posters have been placed in major cities of India to ensure maximum exposure. This one-of-a-kind campaign brings together film storytelling and real-world summer relief.

Mr. Tanuj Gupta, Director Sales & Marketing, Thermocool Home Appliances Ltd., said, “We are thrilled to be associated with ‘RAID 2’—a film that talks about courage, integrity, and doing the right thing. These are values that we at Thermocool highly admire and mirror in our products and brand philosophy. Joining forces with a dominant star like Ajay Devgn, who has made a significant mark with his performances and influential presence on screen, also helps our efforts reach and engage with homes all over India.”

He further added, “This partnership also showcases our changing marketing strategy, which is centred around high-recall partnerships and more meaningful audience interaction. From in-cinema branding in Tier 1 and Tier 2 cities of North India to curated content and contests on digital media, we are looking forward to bringing Thermocool closer to the people in a memorable manner.”

Ajay Devgn’s alignment with strong, justice-oriented characters goes well with Thermocool’s commitment to being a strong and effective brand, particularly in the lives of families who crave long-lasting, value-based home solutions.

In the future, Thermocool expects this tie-up with “RAID 2” to not only increase its visibility and market penetration but also create emotional appeal with consumers, triggered by the film’s gripping storyline and nationwide reach.

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Spanning 25,000 square meters, this new manufacturing plant is designed with state-of-the-art automation, energy-efficient systems, and employee welfare facilities. Equipped with advanced machinery and automation systems, this facility will ensure efficient production and high-quality products. The plant is set to work with a production capacity of 1800 to 2200 units/day, aiming to increase to 3000 to 4000 units/day in the next 6 months, while planning to expand the facility by 50% within the next 2 years.

With an initial investment of Rs 30 crore, this plant will cater to the growing demand for Thermocool products across Uttar Pradesh and neighboring regions, including Bihar, Bengal, Jharkhand, and Nepal. Additionally, the plant’s construction began back in 2024 and is set to start operating by 2026.

Rajeev Kumar Gupta, MD of Thermocool Home Appliances Ltd, said at the inauguration of the plant, “We are proud to announce that we are opening our new manufacturing plant in Ghaziabad after Prayagraj. After seeing the rising demand for efficient, affordable, and high-quality products, the launch of this new manufacturing plant is a crucial step in strengthening our production capabilities and expanding our reach. This facility is our commitment to quality and innovation and our dedication towards sustainable business practices and regional economic development.”

In this manufacturing plant, Thermocool is also prioritizing eco-friendly operations and waste-reduction measures to minimize the environmental impact. This new plant will work on innovative technologies like AI-powered quality control, robotic assembly, and eco-friendly packaging. The company aims to set new benchmarks in sustainable manufacturing while maintaining its reputation for delivering high-quality and affordable cooling solutions.

Thermocool’s new manufacturing plant will primarily be focusing on the production of a range of air coolers. The plant will have various models of air coolers, like desert coolers,  Commercial Coolers, tower coolers, and room coolers, catering to the diverse needs and preferences of customers. By expanding its air cooler production capacity, Thermocool aims to strengthen its market presence and continue to provide customers with high-quality, energy-efficient, and affordable cooling solutions.

Beyond manufacturing, this expansion is expected to drive economic growth in the region, creating over 200 + job opportunities and strengthening Thermocool’s distribution network. The company is also enhancing its after-sales service to ensure a seamless customer experience, further boosting brand reputation and customer loyalty. With this new plant, Thermocool Appliances is poised to redefine industry standards, blending technology, sustainability, and customer-centric innovation to meet evolving demands and position itself as a leading home appliances brand in India.

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