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

Neha Chopra

Campaign details

Brand owner: TATA India
Agency: Ogilvy & Mather
Brand: Voltas Limited
Country: India
Channels used: Internet - display, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Radio, Television
Media 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 technological superiority, Voltas was witnessing weak end market share.

With the ambitious task of acquiring market leadership in the AC category, Voltas knew that it would have to fundamentally reposition all of the competition's tech jargon by creating new category drivers.