Voltas urges you to say 'Atithi Devo Bhava' this summer!

Voltas, India’s No.1 AC brand from the Tata Group, has begun its run in the summer-advertising league with the launch of new TVCs. The company has yet again showed confidence in 'Murthy' to take its leadership position to newer heights in the Air Conditioner market.

For the uninitiated, Murthy is the affable & humble common man whose trusted companion Voltas AC helps him out in difficult situations. He has been serving as the brand ambassador of Voltas since the clutter breaking “All Weather” campaign in 2012. And this year, Murthy has been entrusted to carry forward the story of “All Star Inverter ACs”

This time around, Voltas has come up with the concept of 'Murthy & Unwanted Atithi' to reach its target audience and convey the brand message.

The TVCs revolve around the “Atithi” making Murthy’s life difficult by making himself too comfortable in his house. He is shown gulping down Murthy’s coffee, enjoying watching TV keeping control of the remote. All due to the “peaceful sleep” he gets by keeping the AC on 24*7. However, Murthy is unperturbed as he has Voltas All Star Inverter AC which saves electricity and cools consistently.

This situation would have been enough to make a normal personal lose his cool, since the household budget would go out of control. But Murthy is smart! He has Voltas All Star Inverter AC with two stage steady cool compressor which gives the double benefit of Steady Cooling along with Steady Savings.

Interestingly, the narratives of Murthy in Voltas' ads have been well received by the audience over the years. The core proposition of Voltas to utilize humor to connect with its consumers seems to have done wonders for the brand and strengthen its foothold in the market.

Now, this fresh bunch of TVCs featuring Murthy and his unwanted Atithi have the potential to win customers' hearts again. The two videos which have been released under the 'Murthy & Unwanted Atithi' campaign have generated quite a buzz. Till date the videos have clocked more than 5 million views within a few days of launch.

Overall, with this campaign, Voltas has been successful in conveying the message that the brand is committed to provide its customers the technology that suits their requirements and provide the 'best value for money'. Besides, it also highlighted the salient features of the product, especially its cooling expertise and energy efficiency in quite an engaging and entertaining manner.

Taking clues from Murthy, now you'll have steady savings even when using the AC all day in the scorching summers and will not refrain from saying 'Atithi Devo Bhava'.