Voltas' Campaign For SmartAir ACs Pins Connectivity, Comfort & Convenience To Focus
Voltas' summer campaign, 'Shor Kam, Kaam Zyada' is here to promote the company's new Voltas SmartAir AC series. The campaign was created keeping the consumer insights, which clearly voted for connectivity, comfort and convenience as the main drivers for their AC purchase.
The campaign is intended to emphasize the AC's 'Super Silent' feature distinctively and nostalgically. With this, Voltas has also reintroduced the endearingly humorous yet intelligent protagonist Murthy in an exciting new campaign. Murthy, who has won many hearts with his calm persona and his witty dialogues, has returned to promote Voltas' latest line of SmartAir ACs.
The new campaign features Murthy keeping his cool when faced with his chatty brother-in-law, emphasizing the striking contrast between him and the noiseless efficiency of Voltas ACs. The tagline 'Shor Kam, Kaam Zyaada' catches the core of the campaign and delivers the message without creating a fuss.
Commenting on the campaign, Deba Ghoshal, vice president and head of marketing, Voltas says, “Yes he is back! Quietly and effortlessly like our new product offering. And this time, more witty, more sharper and more contemporary. Check out our teasers to get an idea of what is planned ahead for this summer. Voltas ACs have always been a popular and a leading choice among consumers, and over the past decade, Murthy has become synonymous with the brand. However, this time it’s all about being smart, yet silent – Shor Kam, Kaam Zyada!
Ritu Sharda, CCO, Ogilvy India (North) adds, “Bringing back Murthy felt natural - given the fact that Voltas and Murthy have always clicked and Murthy’s witty aura left a lasting impression last time around. With Summers approaching at warp speed and Murthy’s chatterbox brother-in-law ready to turn up the heat, the campaign seemed like a perfect way to break the ice.”
The campaign, besides being on television and digital, will find its way across various print, radio and OOH. Voltas is all geared up to further drive its brand salience this summer, with a thematic as well as a tactical campaign, driven by Murthy.
