Branding Idea:

Profetherm

Brand Building Objective:

Thermax’s Vapour Absorption Chillers division needed a positioning that reframed waste heat from a passive by-product into a profitable resource. The objective was to help industries understand how dormant thermal energy could be converted into meaningful savings and long-term operational value. The opportunity lay in shifting the conversation from standard cooling solutions to a smarter system that turns waste into profit through sustainable energy utilisation.

Strategic Direction:

To build Profetherm as the industrial cooling solution that helps businesses generate profit through intelligent thermal management. While the industry often focuses on features or efficiency metrics, we shifted the narrative toward financial impact and responsible energy use. This approach inspired a behaviour-change initiative for Thermax that addressed day-to-day energy wastage through the idea of switching off power to save the polar bear. The campaign won 3rd Prize at Cannes Act Responsible 2015 for its creative approach to promoting sustainability within the organisation. For Seagull, this award stands as a proud moment that reinforces the strength of the Profetherm idea and demonstrates how a clear Branding Idea can drive both internal change and industry recognition.