Voltas brings the pure air of mountain tops indoors

Voltas, the AC brand from the house of Tata, has rolled out a campaign titled 'ghar le aao, pahadon wali saaf hawa' (bring home, clear mountain air) to highlight its new range of PureAir adjustable ACs. 

Conceptualised by Ogilvy, the film showcases a father who goes searching for clean air in the mountains, only to be disappointed with intrusive traffic, and family members accompanying him on the trip. When he returns home, he complains to his son that he wasn’t able to take a breath of fresh air on the trip. Listening to his woes, his son provides him with a solution by telling him that he can inhale the same air quality of the mountains with the Voltas PureAir adjustable ACs.

Deba Ghoshal, vice-president and head of marketing, Voltas, said, “Our consumer insights stated that consumers have started prioritising their health and the hygiene in their homes. The ‘ghar le aao, pahadon wali saaf hawa’ campaign aims to communicate that the new range of Voltas ACs with HEPA filter technology helps consumers experience the mountain like air, elevate their comfort and enhance indoor air quality. With predictions for a hot summer and a hybrid work culture becoming the norm, we expect demand from first-time buyers as well as replacement buyers alike. This campaign will help consumers to stay engaged with the brand in a meaningful yet topical manner, giving them a compelling reason to buy a Voltas AC. Along with the television campaign, we will be promoting the key message through our omnichannel approach across print, digital, social and radio.” 

Ritu Sharda, chief creative officer, Ogilvy India (North), “Indians have long-planned summer holidays and long weekends around getting away from polluted cities for a breath of fresh air in the mountains. But once there, it’s a mad dash to tick off the items on your itinerary. The new campaign has a little fun with our compulsive habit of moving constantly while on vacation and uses it to highlight Voltas’ promise of ‘pahadon wali saaf hawa’ ab aap ghar le aao' (Clear mountain air can now be brought to your home)."