Voltas, a prominent manufacturer of cooling products and ACs, has launched its summer campaign titled ‘Shor Kam, Kaam Zyada’ to promote the company’s new Voltas SmartAir AC series. The campaign was developed based on consumer insights, highlighting connectivity, comfort, and convenience as key factors influencing AC purchases.
The new Voltas SmartAir AC features a ‘Super Silent’ mode, along with a unique sleep mode and IoT connectivity. The campaign aims to highlight the AC’s ‘Super Silent’ feature in a distinctive and nostalgic manner. This air conditioner is designed to provide cooling, convenience, and comfort to users through its ‘Super Silent’ operations, ensuring reduced operating noise. The ‘Sleep Mode’ offers adaptive cooling based on changing body temperatures during sleep. The AC range also includes features like temperature control via smartphones through the Voltas Smart App or Amazon Alexa or Google Homes, making it a unique offering.
The new campaign features Murthy dealing calmly with his talkative brother-in-law, highlighting the contrast between him and the quiet efficiency of Voltas ACs. The tagline “Shor Kam, Kaam Zyaada” succinctly encapsulates the essence of the campaign and delivers the message straightforwardly. The campaign, centered around two quirky advertisements, is engaging to watch, with Murthy’s timeless charm and Voltas’ SmartAir ACs taking center stage.
“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!” Deba Ghoshal, vice president and head of marketing, Voltas, 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,” Ritu Sharda, CCO, Ogilvy India (North) said.
The campaign, besides being on television and digital, will find its way across various print, radio, and OOH opportunities this summer.