Thread by @beastoftraal

Why are the advertising air conditioners in November?

Advertisement for air conditioners by Haier, in November... generally winter, in India.
Some loud thinking:
1. Most white goods brands targeting summer were not able to advertise during 2020 summer given the peak of the fear of the pandemic and the ensuing stringent 2/6

3/6 lockdown. So, they may be making up for lost time.
2. This is in the Mumbai and Chennai editions, cities that generally do not have a proper winter (the seasons in Chennai is humorously referred to as, "Hot, hotter, hottest"). So they are targeting metros that are generally

4/6 hotter even in so-called winter.
3. Haier may be advertising to people who may buy an air conditioner during the product's usage-based off-season. This is standard practice, of course, but the creative seems to be one from summer and doesn't mention the off-season value

5/6 proposition. That off-season framing could be a compelling motivator for people to consider investing in an air conditioner for the forthcoming summer.
Crux: The ad merely presents a product, outside of the season it is generally used in. Adding any context like

6/6 better Work-from-home, off-season pricing, or even safety from pollution (if the product has such features) could make the pitch impactful.