BLUE STAR LIMITED, India's largest central air-conditioning company with market shares of over 38% in central air-conditioning and 33% in packaged air-conditioning segments, has recently launched a new advertising campaign in colour (5 advertisements).

Research conducted by the company all over India and had revealed that Blue Star was perceived in the market as a customer focused company with expertise in air-conditioning and refrigeration. As part of its brand building programme, Blue Star has undertaken several initiatives including introduction of energy efficient air-conditioning equipment like scroll packaged airconditioners, enhancing after-sales service to world class levels, customer education etc.

The new advertising campaign seeks to enhance Blue Star's image as the air-conditioning expert, with a focus on customers by offering customised cooling solutions.

The campaign highlights the key features of air-conditioning ie Indoor air quality, air distribution, power consumption, etc. The campaign educates the customers on critical design parameters of air-conditioning and refrigeration which go beyond cooling.