The Hindu Business Line : Cool dreams, affordable ACs

THIS summer, Voltas is ensuring that its consumers' dreams can actually come true. Voltas has unleashed through its agency Euro RSCG a Rs 12-crore campaign this season, highlighting a humorous side to the brand. The campaign depicts people fulfilling their aspirations of acquiring an affordable AC even though their other, bigger dreams may never get fulfilled. From a thin-built man aspiring to become a body builder to an old man wanting to bowl like Shoaib Akhtar, the underlying message from Voltas is that even if their dreams never actually come true, getting an affordable AC is definitely within reach (Aapka aur koi sapna poora ho na ho — AC ka sapna poora ho gaya na).

Explaining the thought process behind the campaign, Suman Srivastava, Head, Strategic Planning at Euro RSCG, says: "The thought emanates from the mental make-up of a common man that develops into a strong bond with the consumers. The TV commercial and the print campaign accentuate curiosity and builds up the desire to purchase an air-conditioner, breaking the barriers of price perception and its high running costs. The commercial is reflecting a shift from aspirations to reality expressing a common man's desire to achieve a larger than life status."

Carrying the baseline, Ab har koi le sakae AC ka maza, Voltas claims to be offering an affordable range of ACs, pegged below Rs 10,000, till date. Elaborating on the strategy to grow the AC market through its lower priced range, K. J. Jawa, Vice-President (Cooling Appliances Business Division), Voltas, says, "Our present efforts by introducing the lower priced ACs is to penetrate the mass market, identify demand and supply gaps and develop products to fulfil them." With a sales target of two lakh units for this season, Voltas claims to have witnessed over 30 per cent growth in March 2004 as compared to last year.

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