Voltas brings in Mrs Murthy to raise the all-weather cool quotient
Conceptualised by Soho Square, the three-part television campaign widens the consumer appeal to an all-India audience
BestMediaInfo Bureau | Delhi | April 17, 2013
To effectively communicate the benefits of its All-Weather ACs in an engaging manner, Voltas has further strengthened its communication pitch by launching its new marketing campaign for 2013. This season the campaign introduces Murthy's wife. Mr Murthy is now joined by his better half to lead a communication thrust that packs more appeal for consumers.
The objective of the campaign this year is to widen the benefit of All Weather ACs towards an all-India audience. The campaign is positioned to appeal to both North/East and South/West regions of India by creating a strong relevance in the minds of the consumer by appropriating the 'solution' to pain points related to 'discomfort'.
The new campaign comprises four print ads and a three-part TVC with the communication plank “Heat, Humidity or Dust…Voltas All Weather ACs keep you comfortable throughout the year”.
Conceptualised by Soho Square, the creative strategy follows the line that weather has the power to change the climate in your home by impacting the mood of your family members. Enter Mrs Murthy to escalate situations at home, when the weather becomes extreme and unbearable. Weather impacts mood and mood impacts weather, but Mr Murthy remains cool and unflappable as always with his Voltas All Weather AC.
Krishna Mani, Senior Creative Director, Soho Square, said, “Carrying forward the 'all weather' proposition through Murthy, this year we decided to add a new twist to Murthy's life. We brought in his better half, his wife! Like a devoted wife, she follows him in all his transfers. But the unforgiving weather conditions are a constant irritant and like most wives, she too needs someone to vent out her frustration at. And who better than her husband! So this year our man is in double trouble – the weather and the wife. But he smartly handles both with his reliable aid, his Voltas All Weather AC. It not only makes him comfortable in any weather but also ensures that his wife is happy and comfy.”
Deba Ghoshal, Marketing Head, Voltas UPBG, commented, “The communication strategy was to appropriate the solution to pain-points arising from extreme weather. With the introduction of Mrs Murthy the campaign reinforces the 'comfort all year round' benefit of our All Weather positioning.”
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