Marketing heats up for cooling brands as ad spends rise 15-20% ahead of peak summer

As the summer kicks in, cooling appliances brands are turning up their marketing game to stay ahead in the summer rush. From high-voltage ad campaigns and celebrity endorsements to massive discounts and tech-driven innovations, air conditioners (AC), fans, and cooler brands are going all out to dominate the peak summer season.

According to experts, industry estimates suggest a 15-20% increase in ad spends by cooling brands this summer, in line with rising demand and competitive market dynamics. While television remains a key medium, with brands leveraging IPL and prime-time slots for maximum visibility, digital marketing, particularly influencer collaborations and programmatic ads, has also witnessed a sharp uptick.

Namrata Soni, Director – Media Planning & Buying, Dentsu Creative India said that digital spending, particularly on e-commerce, sees a minimum twofold increase in monthly ad expenditure compared to the rest of the year. “Brands in the cooling appliance sector typically increase their advertising spend as summer nears. Companies such as Crompton, Haier, and Whirlpool are known for leveraging IPL’s advertising inventory, which aligns perfectly with the onset of summer in India,” added Soni.

Uday Mohan, COO, Havas Media India, further explained that for most AC and fan brands, a significant portion of the budget is allocated before the peak summer months, ensuring they build strong brand recall and capture early demand. Pre-season campaigns help brands establish top-of-mind awareness, especially as consumers begin researching and comparing options ahead consumers begin researching and comparing options ahead of rising temperatures. That said, a notable part of the budget is also spread across peak months to sustain momentum and drive conversions, particularly through performance-driven digital and retail promotions.

For instance, the Appliances Business of Godrej & Boyce, a part of the Godrej Enterprises Group, unveiled its latest AC portfolio. After achieving 2x growth in the category this year, the brand is targeting an additional 50% growth this summer.

Sabyasachi Gupta, Product Group Head – Air Conditioners at Appliances business of Godrej Enterprises Group, said, “With summer temperatures rising on one hand and a robust lineup of new premium home air conditioners on the other, we aim to achieve over 50% growth in AC sales this summer compared to last year.”

Division across mediums

Brands are thus refining their media strategies, striking a balance between traditional and digital-first advertising.

Soni highlighted that Haier India allocated 60-70% of its marketing budget to digital platforms in 2024.

For Voltas, the media strategy is divided into two key categories: traditional media (TV, print, radio, outdoor) and digital, with an equal 50-50 split for the upcoming season.

“Digital spending is on the rise, while our TV strategy is becoming more niche, focusing primarily on HD channels during the IPL and key news channels. We are also making significant investments in out-of-home advertising (OOH), along with selective print and radio campaigns. Radio will be leveraged for localized activations, targeting key brand stores and major customer clusters,” said Pragya Bijalwan, Chief Marketing Officer, Voltas.

She further said that digital efforts this year will prioritize CTV, ensuring a strong presence during key IPL matches with a high number of ad spots. The broader strategy includes OTT platforms, CTV, and mobile. Additionally, they plan to leverage third-party databases to target audiences on YouTube and Meta while utilizing their own data platforms for consumer retargeting through web stores.

Experts further noted that digital remains the primary medium for cooling appliance brands, receiving the largest share of ad spending, followed by connected TV (CTV).

Mohan said, “Traditionally, TV has commanded a dominant share of summer ad spends, particularly for mass market AC and fan brands that target broad consumer segments. However, in recent years, digital has gained considerable traction, especially through e-commerce integrations, programmatic advertising, and influencer-led campaigns.”

He further added that social media plays a key role in brand storytelling and consumer engagement, while OTT platforms offer high-impact visibility among premium audiences. “Retail ads—both online and in-store—remain crucial, particularly for last-mile conversions, as many consumers make purchase decisions at the point of sale. Print continues to be relevant for specific regions and demographics, particularly in tier-2 and tier-3 markets where newspapers still hold strong influence.”

Meanwhile, Soni mentioned that according to a recent digital report, digital ad expenditure in the consumer durables category has reached 39%, surpassing TV (37%). While TV remains a significant medium, particularly during high-viewership events like the IPL, brands are increasingly shifting towards performance-driven, digital-first platforms that align with evolving consumer purchasing behaviours.

Even within TV, CTV is emerging as a prominent platform due to its precise targeting capabilities and high engagement levels. Investment in CTV advertising in India is projected to grow by 47% annually, reaching approximately $395 million by 2027.

Marketing initiatives

Most of the cooling appliance brands have already amped up their marketing initiatives as the season kicks in. From regional marketing strategies, discount offers to sustainability initiatives, brands are leaving no stone unturned to hook the customers.

"Our key theme this year will be centered on ‘Shor Kam, Kaam Zyada,’ a phrase that resonates with our brand positioning," said Bijalwan. "Silence is a key factor in cooling, and we’ve chosen the best face to communicate this."

Voltas is looking to invest heavily in TV advertising, particularly HD channels during IPL and connected TV, alongside news channels and outdoor advertising to expand their reach. Bijalwan stated that they will also focus on mass media, including news. Additionally, they will explore different mediums that they haven’t used as much in the past, such as outdoor advertising.
“While our outdoor spend will be selective, we will ensure we pick key locations with sharp messaging that stands out from traditional television styles,” she said.

With AC penetration in India at just 7%, the focus is on tapping into a growing yet niche consumer base.

“The idea this summer is to reach a broader Indian audience,” Bijalwan added. “We’re optimizing for Google, strengthening our marketplace presence on Flipkart and Amazon, and ensuring visibility in both organized and general trade channels.”

With a multi-channel strategy spanning digital, retail, and social media, Voltas aims to remain top-of-mind for consumers seeking relief from the heat.

Influencer marketing has become an integral part of digital strategies, with brands increasingly collaborating with regional influencers to enhance product visibility and educate consumers. Bijalwan also revealed that the brand will be venturing into influencer marketing, a new initiative for them. “We will collaborate with regional influencers who can effectively communicate product benefits and category insights in a relatable way. Influencer marketing will play a crucial role in educating consumers and reinforcing our product superiority,” she said.

Beyond marketing, Voltas is set to launch new products, including smart ACs with app-based controls, powerful airflow, and enhanced cooling efficiency.

This strategic shift is evident across major players, such as Godrej, which has unveiled its latest AC portfolio to capitalize on rising demand. Aiming for 50% sales growth this year, the brand expanded its AC portfolio with wood-finish and marble-series ACs. Godrej is also entering the commercial AC segment with Tower and Cassette ACs. “The new smart AC range will be backed by a high decibel campaign. To further AC adoption and aid consumers, we are also offering a one of its kind 5-year comprehensive warranty with no hidden costs - with waived off service visit charges, gas refill charges and even remote replacement costs for five years, apart from easy EMI options,” Gupta said.

Haier Appliances India is further leveraging sports marketing, marking its third consecutive year as Digital Streaming Partner on JioHotstar for IPL 2025. Recognizing the growing influence of sports marketing in India, Haier has strategically leveraged its unique Sport-O-Tainment strategy to connect with premium, young, and sports-savvy audiences over the years. NS Satish, President, Haier Appliances India said, “As one of the India’s most celebrated sporting events, IPL, through its coverage on JioHotstar offers a powerful opportunity for us to expand our reach, strengthen brand visibility, and build deeper emotional connections with cricket fans - both regionally, as they passionately support their home teams, and nationwide — further solidifying Haier’s position as an industry leader in innovation and consumer engagement.”

Croma has also made a big move, launching same-day delivery for ACs and air coolers in 28 cities. Shibashish Roy, CEO, Infiniti Retail Ltd (Croma), said, “As the days start getting warmer, the same-day delivery of AC and Air Coolers is part of our efforts to bring Croma even closer to you. We are happy to announce same-day deliveries in 28 cities and counting.”

Rise of e-commerce

Beyond traditional advertising, e-commerce is reshaping how cooling appliance brands engage with consumers, driving personalized marketing and direct-to-consumer sales. Brands are increasingly investing in data-driven marketing by leveraging insights from online consumer behaviour and creating personalized ad campaigns, targeted promotions and exclusive online discounts. Moreover, the rise of marketplaces such as Amazon and Flipkart has also led to seasonal flash sales, influencer collaborations and bundled offers.

Mohan said, “E-commerce has also emerged as a key platform for product discovery and comparison. Consumers extensively research and compare products online, even if they ultimately make the purchase offline. This has led brands to invest more in search visibility, online reviews, and interactive product experiences to influence buying decisions. The seamless shopping experience—coupled with digital-first marketing strategies—has led to a significant boost in direct-to-consumer sales, making e-commerce an indispensable part of summer advertising
for cooling products.”

This was reiterated by Soni who added that this trend is supported by the prevalence of attractive online offers, including exclusive membership discounts combined with various bank promotions, making e-commerce a key driver of seasonal sales.

Key trends this summer

Bijalwan further highlighted key trends expected to shape the AC industry this summer. According to her, rising temperatures and climate change are driving demand for cooling solutions, making air conditioners a necessity rather than a luxury. Easy financing options are also playing a crucial role, she said, with nearly 50% of AC buyers opting for EMIbased purchases. This underscores affordability as a key factor influencing consumer decisions. Energy efficiency also remains a top priority as consumers become increasingly conscious of energy consumption.

Regulatory guidelines are also pushing brands toward more sustainable and eco-friendly solutions. She further said that the industry is witnessing a shift toward smart appliances and IoT integration. Consumers now prefer seamless connectivity, enabling them to control appliances via smartphones instead of juggling multiple remotes.

Growing awareness and urban migration are accelerating demand in the regional markets with Tier-2 and Tier-3 cities emerging as vital markets.

After-sales service and word of mouth continue to be strong determinants of brand preference, according to her. A positive post-sales experience further plays a crucial role in shaping brand reputation and influencing future purchases.

Finally, the impact of online research on sales is undeniable. While only 10% of AC purchases happen online, nearly 90% of buying decisions are influenced by online research and customer reviews. “This makes digital content, consumer engagement, and brand reputation management more important than ever,” she added.

Thus, as summer temperatures continue to soar - brands are ramping up efforts to dominate the cooling appliance market. With digital advertising and e-commerce integration taking center stage, the industry is evolving rapidly to meet changing consumer behaviors.