According to a spokesperson from Blue Star, the objective of the campaign is to enhance the company's image and also inform people that it offers customised cooling solutions to suit their individual needs.

``Through this campaign, we want to educate customers on critcal design parameters of air conditioning and refrigeration, which go beyond cooling,'' elaborates the spokeperson.

Konica says cheese with Jadeja
Cricketer Ajay Jadeja has been appointed brand ambassador for Konica and will be promoting the Konica Centuria Colour Negative Film Series. While Konica has been sponsoring various sports tournaments in other parts of the world, in India the appointment of Jadeja is its first association with sports. The company enjoys a market share of 40 per cent in the colour film section and has a wide range of cameras. Changing marketing trends and increasing competition have made the company re-think its marketing strategies so as to preserve top-of-mind awareness.