Voltas and Murthy return to highlight 'Shor Kam, Kaam Zyada' feature of its AC

Voltas, from the house of Tata, has launched its summer campaign titled 'Shor Kam, Kaam Zyada' to promote the company's new Voltas SmartAir AC series. The campaign was created keeping the consumer insights, which voted for connectivity, comfort and convenience as the main drivers for their AC purchase.

The new Voltas SmartAir AC is 'Super Silent' AC, with a unique sleep mode and IoT connectivity. The campaign is intended to emphasise the AC's 'Super Silent' feature. This air conditioner is specifically developed to give cooling, convenience, and comfort to the user through its 'Super Silent' operations, which ensures lesser operating noise, combined with 'Sleep Mode,' which provides adaptive cooling as per changing body temperature of people sleeping in the room. The new AC range also includes add-on features such as temperature control via smartphones (once connected to the Voltas Smart App or through Amazon Alexa or Google Homes).

Voltas has reintroduced the protagonist Murthy in a new campaign. Murthy has returned to promote Voltas' latest line of SmartAir ACs, which feature super-silent operation, an innovative sleep mode, and a cutting-edge, IoT-enabled design.

The new campaign features Murthy keeping his cool when faced with his chatty brother-in-law, emphasising the striking contrast between him and the noiseless efficiency of Voltas ACs. The tagline "Shor Kam, Kaam Zyaada" catches the core of the campaign. The campaign revolves around two quirky advertisements.

Commenting on the new campaign, Deba Ghoshal, Vice President and Head of Marketing, Voltas, said, “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), said, “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.”

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