April 05, 2018
Voltas showcases its new summer campaign for All-Star Inverter ACs
Launches its new TVCs to capture its new brand promise for Inverter AC; extensively supported by Print, Radio, Digital and BTL activation
Mumbai: Voltas, India’s No. 1 AC brand, from the house of the Tatas, has launched its new brand campaign for its 2018 range of All-Star Inverter ACs, with a 360-degree media amplification across Television, Print, Radio and Digital.
The campaign talks about the unique value proposition of ‘Steady Cooling & Steady Savings’ and highlights the end consumer benefit of ‘complete peace of mind’. The proposition is backed by the technology hook of a ‘Two Stage Steady Cool Inverter Compressor’, which leads to steady cooling and steady savings.
The brand has recently released a highly engaging TVC which brings back Voltas’ much-loved protagonist ‘Murthy’ and this year Murthy has an unwanted ‘Atithi’ at his residence. The Atithi (Murthy’s country cousin) tries to make Murthy’s life uncomfortable, by taking control of his house, during his visit. Since he (Atithi) is very comfortable with Murthy’s AC running 24 X 7, he gets funny ideas to impose his presence in Murthy’s house. However, Murthy emerges smarter, since he has the Voltas All-Star Inverter AC, which gives him the twin benefit of steady cooling and steady savings.
The TV campaign will be on air across GEC, News and Movies genres, and will also be aired during forthcoming IPL. It is supported by a heavy print campaign across all leading national and regional dailies. Moreover, Radio and Digital will be used strategically to further multiply the brand communication.
Speaking about the campaign, Ajay Gehlot, deputy chief creative officer, India, and chief creative officer, North, Ogilvy & Mather, said, “This year we had a task of emphasising the core brand promise of ‘Steady Cooling, Steady Savings’, without compromising on humour. And the two new TVCs capture the essence of the new brand promise in an engaging and interesting manner”.
Adding to that, Deba Ghoshal, vice president, marketing and key accounts, Voltas UPBG, said “This year our unwanted ‘Atithi’ will add extra spice in Murthy’s life. However, we have full faith in Murthy, to crack the humour code, in a relevant manner, and win us more smiles and eyeballs.”