There’s one AC instruction that has probably caused more arguments in Indian homes than it deserves: “AC badha do.”
The brief
Does that mean increase the temperature? Increase the cooling? Or, depending on who’s saying it, something else entirely? Croma decided it was time to settle the debate.
The insight
The problem was hiding in the language itself.
We all say “AC badhana” and “AC ghatana”, but rarely stop to think about what we actually mean. Which meant everyone had an answer, and somehow everyone could still be right.
That gave Croma a rather entertaining question to put to the country:
“AC badhane ka matlab kya hai?”
What we did
We took the question to the streets.
Influencers conducted Vox Pops across the country, asking people to define what “AC badhana” actually meant. The answers turned a household disagreement into a proper internet debate, which Croma then turned into a viral rap video to finally give the question its moment.
Memes, contests and giveaways kept the debate moving, while Croma's AC exchange offer gave the conversation a very practical ending: if the AC is the problem, maybe it’s time to change the AC.
