The launch of Voltas All Star's air conditioners

Abhishek Chaturvedi

Air conditioner brand Voltas used traditional media to launch and establish a new product, the All Star AC, before the introduction of new regulations in India.

Campaign details

Brand: VoltasBrand owner: Tata Group CompanyLead agency: Soho Square Advertising and Marketing Communications Pvt. Ltd.Contributing agencies: HavasCountry: IndiaIndustries: Home appliancesMedia channels: Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Radio, TelevisionBudget: 5 - 10 million

Executive summary

Voltas has been a leader in the Indian air conditioner market since 2012, with LG and Samsung in second and third spot, respectively. Pole position was taken after its famous "Murthy" campaign of 2012, which humanised the benefits of Voltas All Weather air conditioners and changed advertising standards...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands