The Voltas campaign comprises a three-part TVC with the communication plank "Heat, Humidity or Dust...Voltas All Weather ACs keep you comfortable throughout the year". As Mr. Murthy, accompanied by his wife, keeps getting transferred from place to place, his all-weather Voltas air-conditioner gives him company and much needed relief from the varying weather conditions.
The new range of 'All Weather ACs' come with an enhanced range of features that equip the product range to deliver uniquely and efficiently across all market conditions: be it the extreme heat of New Delhi, dusty conditions of Rajasthan, humidity of Chennai, or peak winters of Shimla, throughout the year.
This unique 'All Weather' positioning, combined with Voltas' range of differentiated products and its ever expanding distribution footprint, helped the company establish and maintain a market leadership position in FY 2012-13, with an 18.5% market share in the highly competitive Indian air conditioner market.
Cooling minds, winning heartsBacked by research and an acute awareness of what customers are enticed by, Voltas has reclaimed pole position in the room air conditioner market