Summercool turns up the heat with film tie-up

MUMBAI: Love gets breezy when Bollywood meets a home appliance brand. Summercool has stepped into the spotlight with a playful branding collaboration for the upcoming romantic comedy De De Pyaar De 2, starring Ajay Devgn and Rakul Preet Singh, turning cool comfort into a cinema-friendly crowd pleaser.

The Delhi-based brand has launched a fresh campaign titled Summercool life bnaye wonderful, blending star power with its fast-growing range of cooling appliances. As brand ambassador, Ajay Devgn appears in a new set of ads alongside Rakul Preet Singh, with premium footage from the film releasing nationwide on 14 November 2025.

Directed by Anshul Sharma and featuring Ajay Devgn, Rakul Preet Singh and R. Madhavan, De De Pyaar De 2 continues its signature mix of humour, generational clashes and tangled relationships. Summercool’s campaign will run in major cinema halls before screenings, ensuring strong on-ground visibility and tapping directly into the film’s pre-release buzz.

According to the company, the partnership forms a key part of a wider integrated marketing strategy aimed at reinforcing Summercool’s youthful and relatable identity. The ads are already airing on television, trending on YouTube and circulating across social media. Large hoardings featuring the lead pair have also been placed across metropolitan cities to strengthen the brand’s presence during the busy festival and wedding season.

Ashutosh Gupta, director of sales and marketing at Summercool appliances, said the collaboration is “a celebration of Indian creativity and confidence”. He added that as a homegrown brand, Summercool aims to connect emotionally with modern Indian consumers while showcasing the blend of trust and innovation that defines its products.

With this film-inspired campaign, Summercool hopes to keep the nation feeling stylish, smart and unmistakably cool, both on screen and at home.