Voltas, a Tata Group Company, has chosen a new partner to handle the creative duties of its air conditioners business. Following a multi-agency pitch, the group has selected Meridian Communication as its creative AOR. Publicis Capital is the incumbent on the account. The account size is estimated to be upwards of Rs 15 crore.
The media duty for Voltas ACs rests with Lintas Media Group.
Confirming the news to exchange4media, Sanjay Thapar, Group President - North & East, Ogilvy & Mather, New Delhi, said, “It is indeed heartening that Voltas has chosen Meridian as their communication partner. The white goods space in India, particularly the air conditioning business, has not seen great growth in 2011 and next year is expected to be challenging. Voltas has been a leading brand in the AC business, our aim would be to make it stand out even more amongst the competition during challenging times.”
Commenting on what led Meridian Communication to walk away with the business in a closely fought pitch, Chandana Agarwal, Senior Vice President, Meridian Communication, said, “The quality of our thinking and the creative solution provided was very unique and different, which seems to have impressed the client. It was a challenging brief executed very well by the team. We are very happy to partner with Voltas.”
Voltas is one of the leading brands in the India in the air conditioning business. In 2005, Voltas had launched its Rs 20-crore campaign, ‘Thande Dimag Se Soche’, which was created by Euro RSCG then. Targeting a higher market share, the company then launched its campaign, ‘India ka dil, India ka AC’, in 2006, backed by a Rs 20-crore advertising budget and Rs 6-crore retail expansion budget. In a market cluttered with several international brands competing in the category, Voltas now aims to add dynamism to its robust and credible image.
For the record, Voltas is among India’s leading air-conditioning, refrigeration and engineering services companies. Set up in 1954, its core competencies lie in air conditioning and cooling appliances and services.