BSH Home Appliances launches


The latest campaign from BSH Home Appliances, #FlexibleLikeABosch, promotes India’s first flexible refrigerator, the Bosch Max Flex. The Bosch Max Flex, from one of the world’s best home appliance manufacturers, lets you convert the MaxFlex section to a fridge or soft freezer space with the touch of a button. It’s a global communication platform tailored for a made in India made for India product, created by Bombay Vision under the direction of Subramani Ramachandran, founder and chief creative officer.

The campaign’s goal is to raise customer knowledge of Max Flex technology and its numerous benefits in India. Bosch showcases its unique product proposal, which was developed to meet the needs of Indian households, as part of this campaign. This new line of indigenous refrigerators will meet a critical need for storage flexibility, particularly in tropical nations like India, where seasonal changes tend to affect refrigerator needs.

Various scenarios are depicted in the film, such households switching Bosch MaxFlex to a freezer or fridge, or dry storage to fresh storage capacity, and so on. Whether it’s a wife going to work and storing food for her husband to cook later, a couple preserving their favourite mangoes, or a grandmother cooking with dried spices preserved in her pantry, it’s all part of the process. It’s now easier than ever to chill, cool, and store with Bosch MaxFlex!

“Bosch Max Flex is an essential breakthrough, and we are happy to launch our campaign that demonstrates the benefits of it,” said Neeraj Bahl, MD & CEO, BSH Home Appliances (India & SAARC). Our goal is to emphasise the category’s lifestyle and convenience benefits, and we are certain that this product will change the refrigerator sector. We are confident that this product will act as a differentiator for customers this summer, given the increase in consumer demand.”

Bosch MaxFlex is expertly developed to provide on-demand cooling. MaxFlex will do everything you want it to do at the push of a button. Bosch MaxFlex is anything from a freezer to a refrigerator to dry storage. Nasir Khan, the creative producer at Rising Star Productions, produced the campaign, which was directed by Amit Badiya, a freelance TV director. The YouTube, Facebook, and Instagram campaigns are now live.

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