Voltas Limited: All Weather AC - How a pure play Indian brand turned into a giant killer

Neha Chopra

This case study describes how Voltas, the Indian air conditioning brand, acquired market leadership. As a result of weak market share, Voltas chose to reposition the brand as a solution that doesn't just resolve heat, but rather 'resolves any weather discomfort'.

Voltas Limited: All Weather AC - How a pure play Indian brand turned into a giant killer

Neha Chopra

Campaign details

Brand owner: TATA IndiaAgency: Ogilvy & MatherBrand: Voltas LimitedCountry: IndiaChannels used: Internet - display, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Radio, TelevisionMedia budget: 5 - 10 million

Executive summary

This case is about Voltas, one of the first Indian brands with its core competency in the air conditioning (AC) category. Over the years, with global white goods brands entering the Indian market due to their...

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