Conceptualised by Soho Square, the 'All Weather' positioning of Voltas room airconditioners has been further dimensionalised, keeping in mind that a positioning platform needs to be re-energized every season
Conceptualised by Soho Square, the 'All Weather' positioning of Voltas room airconditioners has been further dimensionalised, keeping in mind that a positioning platform needs to be re-energized every season
BestMediaInfo Bureau | Delhi | June 29, 2015
Click on the image to watch the TVC.
In its fourth summer since its inception, the 'All Weather' positioning of Voltas room airconditioners has been further dimensionalised, keeping in mind that a positioning platform needs to be re-energized every season. The three TVCs which are currently on-air have been conceptualised by Soho Square.
In 2011, Voltas went in for an in-depth brand equity study to seek fresh consumer insights for the category of room airconditioners. The critical outcome of the study was that "consumers want more from their ACs than mere cooling". They wanted yearlong involvement with their ACs.
Hence, during its inception in 2012, the campaign focused on educating the consumers about what a Voltas All Weather AC can do for them. The clearcut task had been to create compelling communication around Voltas being the experts in 'Climate Control', across all seasons.
In 2013, the All Weather range was further enhanced with additional features, which enabled the portfolio to deliver different benefits in different markets, with different weather conditions. By this time Brand Voltas had appropriated the solution to pain-points arising from extreme weather.
Deba Ghoshal
Deba Ghoshal, Head of Marketing, Voltas UPBG, explained, “In 2014, we had an objective of sharpening the All Weather proposition, and making it more specific to hot weather. Research revealed that consumers in different parts of the country are more concerned about 'different kinds of heat' – dry heat, sticky heat – which lead to huge amount of discomfort. Hence the 2014 campaign focused more on solutions for different kinds of heat, prevailing in different parts of the market.”
Ghoshal added, “And now in 2015, after having fairly appropriated the All Weather turf, and after having positioned ourselves as leaders in 'All Year Comfort', we wanted to raise the bar by adding new dimensions to All Weather. Most recent research indicated that today's consumer is very keen on three white spaces – Savings, Comfort, and Technology. Hence we launched the All Weather Smart AC, a combination of savings from inverter technology, comfort of All Weather features, and convenience from the Smart App which converts the user's smartphone into an AC remote.”
Elaborating in the subtle changes in the storyline, Ghoshal said, “The whole chemistry of Murthy & Boss in the first year followed by Mr & Mrs Murthy, and now Murthy and his father-in-law is very consumer-centric, and the target audience can easily relate to this. Feedback from trade, channel partners, intending buyers and end users has been universal – don't let go of Murthy! This protagonist reflects the basic values of Brand Voltas; honest, intelligent, trustworthy, grounded, and now smarter, with an ability to make things work even in extreme situations. We have always believed in the fact that consumers are our biggest ambassadors, and with Mr Murthy, our customer is right up there – right in the middle of action and gratification.”
Amarinder Butalia of Soho Square said, “In the past three years, Murthy along with his Voltas All Weather AC has braved it all – a vindictive boss, a nagging wife and an over critical father-in-law. This year, with the introduction of the new Voltas All Weather Smart AC range, we wanted to up the ante. So, instead of Murthy being the spokesperson for the AC, we had the father-in-law playing that part with his smarter AC.”
She added, “And when Murthy landed up unexpectedly at his in-laws' place, enjoying the royal treatment by his mother-in-law, the father-in-law turned to his All Weather Smart AC for help. Its three smart features – smart savings, smart sense and smart remote – helped him counter Murthy and keep his cool, quite literally! But the seasoned Murthy burst his bubble in the end by smartly giving all credit to the smart AC.”
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