 "Brands ride the heat wave")
There is Amitabh Bachchan on the screen promoting, believe-it-or-not, wi-fi air conditioners (ACs). A few seconds later, another ad flashes past, even more incredulously, it is about an AC that can swat flies and then one that cuts down electricity bills and another that cools so precisely that no spot in the room is left out. This summer, as temperatures have begun soaring in many parts of the country, AC makers are being extravagant with their claims and ad budgets as they look to get brand penetration up from the current low levels of four per cent.
According to
