Thermocool Home Appliances has announced a high-profile brand collaboration with the upcoming Bollywood thriller ‘RAID 2’, starring Ajay Devgn.

As part of its evolving marketing strategy, the homegrown brand is aligning itself with one of the year’s most anticipated films to amplify its presence across India, tapping into the powerful cultural resonance of cinema.

In a press release issued by the company, Thermocool revealed that the campaign has already taken off across multiple media platforms — including TV commercials, YouTube ads, and widespread social media promotions.

The partnership extends further into physical media, with hoardings and posters of the campaign seen in major Indian cities. The brand’s presence will also be felt in cinemas, particularly across Tier 1 and Tier 2 cities in North India, blending real-world consumer interaction with the narrative energy of the film.

Speaking about the collaboration, Tanuj Gupta, Director of Sales & Marketing at Thermocool Home Appliances Ltd., said, “We are thrilled to be associated with RAID 2—a film that talks about courage, integrity, and doing the right thing. These are values that we at Thermocool highly admire and mirror in our products and brand philosophy. Joining forces with a dominant star like Ajay Devgn, who has made a significant mark with his performances and influential presence on screen, also helps our efforts reach and engage with homes all over India.”

The campaign has been designed to do more than just boost visibility. Gupta emphasized that this move reflects Thermocool’s broader shift toward high-recall branding and deeper consumer engagement. With curated digital content, contests, and product storytelling tied to the spirit of the film, the company aims to forge an emotional bond with customers that extends beyond product functionality.

Known for his portrayal of tough, righteous characters, Ajay Devgn serves as a fitting face for Thermocool’s brand identity. His involvement in RAID 2, a sequel to the critically acclaimed 2018 film, is expected to attract strong national interest — and with it, increased brand traction for Thermocool.

With this strategic alliance, Thermocool is betting big on Bollywood to further deepen its penetration in Indian households. The company expects that the partnership will not only strengthen its visibility but also tap into the emotional core of Indian families seeking value-driven, reliable home appliances.