The fridge gets flexible in latest campaign from Bosch, Marketing & Advertising News, ET BrandEquity

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An excerpt from the ad

BSH Home Appliances has launched its latest #FlexibleLikeABosch campaign for its flexible refrigerator: Bosch Max Flex. The campaign shows that Bosch Max Flex makes it possible to convert the MaxFlex compartment into a fridge or freezer at the push of a button.

Conceptualized by Bombbay Vision under the leadership of Founder and Chief Creative Officer Subramani Ramachandran, the campaign aims to raise awareness of Max Flex technology and its various benefits to Indian consumers.

As part of this campaign, Bosch highlights its product offering, developed to meet the needs of Indian homes.

The campaign was conceptualized by BBH India and consists of two films that use humor to highlight the benefits of LED lights and EcoLink fans. The films depict a grandmother-grandson relationship…

The film presents various scenarios where families convert Bosch MaxFlex into a freezer or refrigerator or dry storage into cool storage, etc. grandmother cooking with stored dry spices, the film says “with Bosch MaxFlex it is now easier to refrigerate, chill and store than before!”

Neeraj Bahl, Managing Director and CEO of BSH Home Appliances (India and SAARC) said, “Bosch Max Flex is an important innovation, and we are excited to launch our campaign showcasing its benefits. Our goal is to focus on the lifestyle and convenience benefits the category has to offer, and we believe this product will revolutionize the refrigerator category. With an increase in consumer demand this summer, we are sure this product will serve as a differentiator for consumers.

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