SRF Floron Taps Pankaj Tripathi to Spotlight the Importance of AC Refrigerants
SRF Floron has launched ‘Pata To Chalega’, a new campaign featuring Pankaj Tripathi that aims to educate consumers about the importance of refrigerants in air-conditioner performance and cooling efficiency.
SociapaHQ
SRF Floron has launched a new advertising campaign featuring actor Pankaj Tripathi, aiming to raise consumer awareness about the role refrigerants play in air-conditioner performance and cooling efficiency.
Titled ‘Pata To Chalega’, the campaign was created by McCann India and released on June 11 across television, digital platforms, social media channels and trade networks.
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Shifting Attention to Refrigerants:
The campaign is built around a simple consumer insight: while buyers spend considerable time comparing air-conditioners, they rarely pay attention to the refrigerant used inside them.
According to SRF Floron, decisions regarding refrigerants are often left to manufacturers and technicians, resulting in limited consumer understanding of how refrigerant quality can impact cooling performance and long-term efficiency.
Through the campaign, the company seeks to challenge the perception that all AC gases are the same.
Humour Meets Education:
The campaign film uses music, humour and relatable everyday situations to explain a technical category in a more accessible manner.
Featuring Pankaj Tripathi, the film highlights how consumers often overlook what cannot be seen, drawing a parallel to the hidden but critical role refrigerants play in air-conditioning systems.
The brand hopes the approach will make the category more relevant and memorable for consumers.
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Building Category Awareness:
Commenting on the campaign, Preetosh Shrimali, Senior Vice President and Business Head, SRF, said the objective was to make refrigerants a more visible part of the consumer decision-making process.
“Consumers care deeply about cooling but rarely think about what makes it possible. Our challenge was to make the refrigerant category relevant and memorable without making it technical. Pankaj Tripathi's credibility and relatability helped us bring that story to life in a simple, human way,” he said.
Shrimali added that the campaign is intended to strengthen Floron’s position in the refrigerant category while driving broader consumer awareness and category growth.
Pankaj Tripathi Fronts the Message:
Speaking about his association with the brand, Tripathi said the campaign aligned with values he personally relates to.
“Authenticity and quality are values I deeply believe in, which is why partnering with Floron felt natural. As a trusted brand that has quietly enabled comfort in Indian homes for years, Floron stands for reliability and excellence,” he said.
