| Effie Awards Asia Pacific, 2015 | ||
|---|---|---|
| The Winners | Sustained Success | Silver |
Campaign: HUMANIZING TECHNOLOGY IN INDIA
Category: Sustained Success
Client: VOLTAS
Soho Square Advertising & Marketing (Mumbai)
Case Summary
Voltas, an Indian heritage brand, faced the daunting challenge of combating multinational behemoths- LG and Samsung, who were ruling the airconditioner market. We were forced to play the technology card - an aspect associated strongly with MNCs. But we played it with a difference. We humanized the technology- gave it a face that was relevant to Indian cultural context. Within an year of the campaign, Voltas became the #1 airconditioner in India. And we continued to grow faster than the category for the next 3 years to consolidate our leadership