Voltas scouts for creative partner for air-conditioning business

Voltas, from the house of Tata Enterprise, has called for a multi-agency pitch for its air-conditioning business. The pitch process, currently underway in New Delhi, is in the initial stages. Capital Advertising is the incumbent on the business.

Reliable sources in the company confirm the news to afaqs! on grounds of anonymity, and say, "For the last two years, we have been working with Capital Advertising (Publicis Capital), so we felt a need to bring in some freshness in the brand."

In 2009, Voltas had announced a multi-agency pitch that was creative, as well as strategy-based. The pitch then saw participation from agencies such as Leo Burnett, Publicis, Euro RSCG, and Capital Advertising. Prior to Capital, the account was handled by Euro RSCG for more than eight years.

Through 2009, Voltas continued its agenda to create an 'Indian' bond with its consumers. Its creative brief at that point asked agencies to concentrate on 'Indian-ness', something which it has focussed on since mid-2006, and launched the tagline 'India Ka Dil, India Ka AC'. Earlier (2002-06), the brand's tagline was 'ACs with an IQ'.

In 2010, the company shifted its media duties from Havas Group's MPG to Lintas Media. MPG had been the media custodian of the brand for about two years, preceded by Starcom, which had handled the media mandate for the brand for about two years.