Voltas offers a way for viewers to do their bit while staying indoors by being 'Maha-Adjustable'
Conceptualised by Ogilvy India-North, the film features Gajraj Rao, who asks viewers to be more understanding and adjustable to the needs of their loved ones in these trying times
Earlier this year, Voltas launched a Maha-Adjustable campaign for its new range of ACs that could adjust between multiple tonnage modes. And since the lockdown, the words “Maha-Adjustable” have been reborn with a different message from the heart — that urges understanding, compassion and hopes to decompress the building stress in every home, through the small acts of helping out with household chores.
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The video doing the rounds sees Gajraj Rao speaking to his followers not as his character in the Voltas films, but as himself. He speaks about how the lockdown has changed him as a person. He makes light of his pre-lockdown habits, and how he is now a happy and willing participant in the domestic chores. In the end, he advises viewers to be more understanding and adjustable to the needs of their loved ones, in these trying times.
With the entire country under lockdown, most Indians have felt the heat of staying home all day long. The new campaign addresses the status quo and offers a way for viewers to do their bit for each other while staying indoors.
Ritu Sharda, Chief Creative Officer, Ogilvy India-North, said, “This lockdown really has changed everything. Our Voltas Inverter ACs were Maha-Adjustable, and now we’ve also become maha adjustable. Not just in what we do in our homes, but also how so many of us from different cities have managed to come together to create this beautiful message in the most delightful way. It was an absolute joy to collaborate with Gajraj Rao on this film. Not only did he feature in it, but also volunteered to produce it for us, with his son Nikhil wearing the director’s hat. It is work like this that makes one also look at all the good this new normal brings.”
Conceptualised by Ogilvy, the new chapter in the Voltas’ Maha-Adjustable story, maintains the quirky tone of its campaigns. It sends out a social message without being preachy about it.
Gajraj Rao said, “I feel these are extraordinary times that can only be overcome with some extra effort in our lives and homes. Ritu Sharda and her team at Ogilvy Delhi have articulated this spirit in the most brilliant way in this unique film for Voltas. We are excited to present this special film where we could collaborate with our extended work family from their homes. The team was quite eager to try their hands in creating this labour of love with the limited resources at hand during the lock-down, while also peeling onions or maybe washing the dishes from last night.”
The campaign is a perfect example of how the lockdown is changing advertising as a whole. Not just in the way the film has been executed, but also in its message. How brands are more sensitive to the need of the hour. How they are participating in important conversations, in today's environment, rather than just trying to sell a product.
This DVC is an interesting launch pad for the idea, "Voltas Maha Adjustable Stories", a property which the brand wants to create, to engage with its audience in the long run; without deviating from the core brand promise.
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