Mumbai, April 18 -- In a bid to drive salience during peak summer, Kelvinator has launched an on-ground activation titled 'Summer Paused' at Carter Road Promenade using experiential storytelling to spotlight its Heavy-Duty air conditioners.

The company says, the campaign objective is two-fold: to break through seasonal category clutter and translate the brand's cooling promise into a tangible, real-world experience that consumers can see, feel, and share.

At the centre of the installation is a live performer held mid-motion as a "frozen" figure, set against artificial snow and icy visual elements creating a stark, scroll-stopping contrast to Mumbai's heat while dramatizing the Kelvinator air conditioner's efficacy.

The company says, ac...