KRAFTSHALA

VOLTAS AD ANALYSIS
Submitted By:
Sharmistha Halder
IIM Kozhikode
PART ONE

Reverse Market
VOLTAS Campaign
Context
 Perils of summer season on Indians and the need to escape that.
 The frustration for a common humble household man in India to
opt for an air conditioner that saves cost and is consistent with
current technology.
 The presence of Voltas AC in his life makes him unperturbed to
uninvited guests, even after running the AC for 24*7 hours.
Buisness Objective
 Provide customers with hi-tech AC which will help facilitate their
need of cost saving technology without compromising on the tech
side.
 For an Indian consumer AC is a commodity on which deliberation is
done not only based on the buying aspect of it but also the
aftereffects such as servicing, energy saving and electricity bill.
Through this campaign they are trying to capture that more so than
the other.
 Also, they aired their advertisement at a time when people start
gearing up for buying air conditioners i.e., before the onset of
summer so as to influence their buying decision by providing them
with more reasons to buy VOLTAS AC.
Target Consumer
The target consumers were mainstream Indian who wanted to buy
such air conditioners that would help them save on electricity bills i.e.
consumers with restricted budget while delivery the best technology
in AC.
Communication Challenge and Insight
 Voltas wanted consumer to believe that the electricity cost was the
main aspect which influenced their buying decision . Therefore their
main motive was to convey and to convince customers that their
billing cost would be reduced with no compromise in the technology
that the product entailed. Thus it would complement quite well their
household budget.
 Insight-Since I am running on restricted budget my willingness to
spend on an AC and bear the after cost is a deciding factor. Voltas Ac
will therefore significantly lower the electricity bill as well as
provides with me a product which does not compromise on the
latest technology made available to me.
Benefits and RTB
It gives steady cooling and also steady savings for the consumer thus
providing customer with the peace of mind and less of worry regarding
the cost aspect and running their AC consistently for long period of
time.
Storytelling and Execution
Murthy was an affable and mainstream representation of Indian
Consumer who had a tinge of humor with which consumers could
relate to. The aspect of cost saving was executed nicely by the
unwanted “Athithi” part who came to Murthy’s house for the comfort
provided by Voltas AC and even after that Murthy was unperturbed
because the savings were reasonably high adding on to that the AC was
run for 24*7 providing steady cooling.
PART TWO

GO NEO
Recommended Changes
Recommended Changes
 If the advertisement had to be done differently I would have altered
the character of Murthy with various scenes switching from one
character to other.
 Also, keeping in mind that this is an electronic equipment which
would need regular servicing I would have brought into that aspect
as well.
 From my experience warranty factor is also one of the factors that
Indian consumers go after till date, if that point had been mentioned
it would have been an added advantage.
 Though the customer is making savings on the electricity bill, the
cost of AC as such was no where mentioned if it is lower than other
competing products in the market ,they could have mentioned it as
well.
THANK YOU!