Johnson Controls – York ACs
India
HVAC (Heating, Ventilation, and Air Conditioning)
Gallery Images
Challenge
York ACs was the last entrant into India’s highly competitive air conditioning market, dominated by brands like Voltas, Mitsubishi, Toshiba, Godrej, and Daikin, each holding strong brand positions. Almost all key differentiators—noise-free operation, superior cooling, energy efficiency, durability, and aesthetics—were already claimed by competitors, making it difficult for York to establish a unique identity.
The client needed an innovative in-store branding concept that would create buzz, attract customers, and drive engagement. Additionally, they wanted builders and architects to install York ACs in demo flats, offering customers a 50% discount on their purchase.
Solution
We created a bold, American-inspired brand identity with the positioning:
"Born Tough, Born in America for the World."
This branding leveraged America’s reputation for toughness and durability, making York ACs stand out as a premium, high-performance air conditioning solution.
For the in-store branding, we designed a cowboy-themed retail experience that featured:
Visually striking store design with American-inspired elements.
A signature campaign image of a cowboy riding a horse, symbolizing strength and resilience.
Interactive brand touchpoints, including Instagram-worthy store decor and props to encourage social media engagement.
Result
25% increase in store footfall within the first month.
100+ organic social media shares per week, creating buzz and engagement.
Strong adoption among builders and architects, leading to increased installations in demo flats.
By using strategic positioning, immersive branding, and experiential marketing, we helped York ACs carve out a unique space in a highly competitive industry.