Voltas & Ogilvy urge Indians to be ‘Maha Adjustable’ during lockdown

The campaign, which has been co-created with Gajraj Rao, is a new chapter in the Voltas’ Maha Adjustable story and maintains its quirky tone

e4m by exchange4media Staff
Published: May 9, 2020 10:14 AM  | 2 min read

Voltas along with Ogilvy have unveiled a new chapter of the Maha-Adjustable campaign.

Conceptualised 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.

Earlier this year, Voltas launched the 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.

The video 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): 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.”

Regarding the campaign, Rao 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.”

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