SRF Floron Uses Pankaj Tripathi to Shift Attention From AC Brands to What Powers Them

SRF Floron has launched a new advertising campaign starring actor Pankaj Tripathi to highlight the role refrigerants play in air conditioners. While consumers usually evaluate ACs based on brand, energy ratings and price, the campaign attempts to draw attention to the refrigerant technology operating behind the product. The communication arrives as India enters another intense summer season, with cooling demand rising across urban and semi-urban markets. For SRF, the challenge is not simply promoting a product but creating awareness for a category that rarely features in consumer decision-making. Why this matters The strategic significance lies in category creation. Refrigerants are largely a B2B or technical purchase consideration, even though they influence cooling efficiency, energy consumption and environmental impact. By using a familiar face like Tripathi, SRF is attempting to make a complex industrial product accessible to mainstream audiences. Selling the component behind the appliance This reflects a broader shift in Indian advertising, where ingredient brands and component manufacturers are increasingly investing in consumer-facing communication. Similar to how processors, fabrics or battery technologies have built recognition beyond industry circles, refrigerant makers are now seeking visibility higher up the value chain. For marketers, the campaign highlights an emerging opportunity: building preference not just for finished products, but for the technologies embedded within them. Our insight As product categories become more commoditised, the next branding battleground may not be the appliance consumers buy—but the component they never see.