Voltas assigns Rs 30 crore creative biz to Capital Advertising

By Neha Kalra , afaqs!, New Delhi | In Advertising | December 03, 2009
The agency has won the account following a multi-agency pitch

Voltas, the popular air-conditioner brand under the Tata Enterprises banner, has roped in Capital Advertising as its creative agency.

The development was confirmed to afaqs! by Pradeep Bakshi, vice-president - operations, Unitary Products Business Group, Voltas.

Industry sources state that the account size is around Rs 30 crore, which is about 50 per cent higher than the brand's ad spends last year (Rs 20 crore).

The incumbent agency, Euro RSCG has handled the account for more than eight years. Havas Group's media agency, MPG, has been the media custodian of the brand for about two years. Prior to that, Starcom handled the media for about two years.

The creative pitch began about three weeks ago, and four agencies pitched for the first round - Leo Burnett, Publicis, Euro RSCG and Capital Advertising - which was a creative cum strategy one.

The creative brief spoke about the bent of the brand on 'Indian-ness', which it has focused on since mid-2006, when the current tagline - 'India Ka Dil, India Ka AC' - was put in place. Prior to that, from 2002 to 2006, the brand's tagline was - ACs with an IQ.

Industry sources reveal that the brand is also contemplating a change in tagline.

Industry figures reveal that LG heads the AC market with approximately 25 per cent; Voltas comes second with 17 per cent. Samsung is a close third with about 15 per cent.

As per industry figures, for the financial year ending March 2009, brand Voltas grew at a rate of 24 per cent, as compared to the overall industry growth of 7 per cent. In the split AC market, the brand saw a growth rate of 40 per cent, as compared to the industry's 16 per cent. The window AC market de-grew, whereas Voltas grew by 11 per cent.

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