The new campaign for Voltas conceptualized by Ogilvy advises viewers to be more understanding & adjustable to the needs of the loved ones in the trying times.
Earlier this year, Voltas launched a Maha-Adjustable campaign for its new range of ACs that could adjust between multiple tonnage modes. And since the lockdown, the words “Maha-Adjustable” have been reborn with a very different message at their heart. A message that urges understanding, compassion, and hopes to decompress the building stress in every home, through the small acts of helping out with household chores.
Conceptualized by Ogilvy and co-created with Gajraj Rao, the new chapter in the Voltas’ Maha-Adjustable story, maintains the quirky tone of its campaigns. It sends out a social message without being preachy about it.
The video doing the rounds sees Gajraj Rao speaking to his followers not as his character in the Voltas films, but as himself. He speaks about how the lockdown has changed him as a person. He makes light of his pre-lockdown habits, and how he is now a happy and willing participant in the domestic chores. In the end, he advises viewers to be more understanding and adjustable to the needs of their loved ones, in these trying times.
The new campaign addresses the status quo and offers a way for viewers to do their bit for each other while staying indoors.
Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, “This lockdown really has changed everything. Our Voltas Inverter ACs were Maha-Adjustable, and now we’ve also become maha adjustable. Not just in what we do in our homes, but also how so many of us from different cities have managed to come together to create this beautiful message in the most delightful way. It was an absolute joy to collaborate with Gajraj and his wonderful team, and his son, Nikhil, who directed this. Its work like this that makes one also look at all the good this new normal brings.”
Speaking on the campaign, Gajraj Rao (Creator) said, “I feel these are extraordinary times which can only be overcome with some extra effort in our lives and homes. Ritu Sharda and her team at Ogilvy Delhi have articulated this spirit in the most brilliant way in this unique film for Voltas. We are excited to present this special film where we could collaborate with our extended work family from their homes. The team was quite eager to try their hands in creating this labor of love with the limited resources at hand during lock-down, while also peeling onions or maybe washing the dishes from last night.”
Team Lead: Deba Ghoshal (VP Marketing & Key Accounts)
Chief Creative Officer, Ogilvy India (North): Ritu Sharda
Creative Team: Kartikeya Dixit, (Sam)Soumya Shiva Nagabhushan, Siddharth Menon, Jigi Yadav, Saroj Patra, and Vikas Tyagi
Writer: (Sam) Soumya Shiva Nagabhushan
Account Management Team: Atif Rahman, Rohit Sachdev, Saumya Sahni
Planning: Rohitash Srivastava & Ashwani Sinha
Production House: Code Red Films
Created by: Subrat Ray & Gajraj Rao
Camera & Direction: Nikhil Rao
Associate Producer: Shrikant Lad & Neha Jain
Offline Editor : Kiran Ghaisas
Music Director: Anand Bajpai
Sound Engineer: Vipal Patel
Second AD: Vishesh Vijay
Third AD : Hindol Hazra