Friday, March 23, 2012

Has Voltas And Its Agency Got This One Right...???

This Ad shows a Man who's been given a punishment (because he argued with his boss) transfer to Cherapunji (presumably because it is remote, and because it receives a very high amount of rainfall).


If one were to go by the feedback (and further research on wikipedia) on the youtube posting, Cherapunji is the most unlikely of places to depict the kind weather/climate shown in the Ad.


But...
This Voltas AC Promises you All Weather Comfort!!!


Via: http://www.youtube.com/watch?v=RqyMbf6pisg
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16 comments:

  1. allanMarch 23, 2012 at 1:42 PM

    AC in Cherapunjee? All weather or whatever weather.....Well, I doubt it ! May be Voltas and their agency needs to get the facts right!!

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  2. allanMarch 23, 2012 at 1:43 PM

    its infact shows the ignorance of the people about North East... something we(North Easterns) face every day...

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    Replies
    1. UnknownMay 19, 2012 at 1:31 AM

      Believe me.. Yes...Avarage people..I repeat..AVARAGE people.. simply believe a North Eastener to be a Thai, Nepali or a Chinese.. so there lies a serious disconnect.. Because deep down almost all Indians are racist...so the need of the hour is to make them realize that there are different racial traits exhibited in different population strata within our country.. Be it a fair skinned Maharashtrian or a dark skinned Tamilian... there are reflections of races.. But avarage Indians are ready to accept these.. but not the features of North Easterners...

      Delete
  3. abhijitMarch 23, 2012 at 2:07 PM

    This is really a poor job. Cherapunjee and AC ?? God knows where from they get the connect...doesnt matter if it's a all weather AC. To my guess where they went wrong with this add is that... their research said Cherapunjee rains the most...and so the humidity level is high and when its humidity they made a simple guess that it would definitely be "chip chip".... but they missed the temperature and altitude bit of it and didnt realise that its too cold out there to bring in any connect with the "chip chip"... forget about bringin in any connect between an AC and Cherapunjee. It miserably fails to establish the "All Weather AC" proposition. This also speaks of the poor basic school book knowledge that the creative agency guys here have about places in Northeast. Time to arrange for an employee junket to Northeast for them guys. Overall a big thumbs down to this TVC.

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    Replies
    1. UnknownMay 19, 2012 at 1:18 AM

      I agree with you Abhijit.. but this is the case with almost all the MBAs and Advertising professionals.. I have worked with them for 8 years in Mumbai ...and these guys do not even know that Lonavla is between Mumbai and Pune..Or for that matter they think that Capital of Assam is Meghalaya or capital of Manipur is Mizoram...so these kind of stupidities can be expected

      Delete
  4. SreemoyeeMarch 23, 2012 at 2:14 PM

    AC in Cherapunji??? Huh!!! Do they know where is Cherapunji?

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  5. SujitMarch 23, 2012 at 2:18 PM

    Validates my view that likha pada level has shrunk, despite facilities of Wiki and what have we. Moorkh agency. Trying to be smart arse clever!!! Bum ad!

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  6. shahimahmedMarch 23, 2012 at 2:29 PM

    A badly made film with terrible dialogue delivery and 'lows' all over - The emphasis here is on HUMIDITY as this brand has some additional features to tackle it. I guess Cherapunji is OK but better to have some more humid city/region.

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  7. Rediscovery March 23, 2012 at 3:43 PM

    If d idea was to specify dt voltas works awesome even in humid n rainy climate...then they shld hv chosen KOLKATA...nt Cherapunjee where it rains so much dt thru out d year u need blankets to keep u warm / comfortable ! wonder basis wat inputs from research was this storyline written

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  8. Killer BuntyMarch 23, 2012 at 4:04 PM

    Hitachi used this insight a year back. Here's what they did: http://youtu.be/r9DOl5cZ5hE

    ReplyDelete
    Replies
    1. allanMarch 23, 2012 at 4:20 PM

      Yes Bunty, i just saw the ad.. thnx.. n i agree, the insight is same.. infact its a much better execution....

      Delete
    2. VijayMarch 23, 2012 at 5:22 PM

      Thank you Bunty...
      Wonderful...
      Will post this one too...

      Delete
    3. VIVEKSHUKLAApril 1, 2012 at 4:35 PM

      great work. Thanks to all of u

      Delete
  9. John ManoahApril 24, 2012 at 3:08 PM

    People, get your facts right. Voltas All weather ACs are equipped with both cold and hot air compressors. Also it has a humidifier which keeps the humidity level normal. So if it is hot as in Chennai, the AC would cool your room; if it is cold as in Ooty, it will warm your room whilst keeping the air from going dry; if you are in Cherapunjee, your humidity is normal and temperature as you set it, cold or warm. Thus the ad makes complete sense. Remember, AC stands for 'Air Conditioning' and does not mean cooling only.

    Btw, I am not a voltas employee or fan. Just want to get the conversation right

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  10. AdityaMay 10, 2012 at 11:59 AM

    You give whatever reason to hate this ad or to prove its illogical... but the fact is.. when you analyze the concept and the creativity... its just amazing... the ad serves the purpose of highlighting the product's features... THE BEST PART IS - HIS DIALOG DELIVERY... SIMPLY AMAZING !!! STYLE AND THE COLLOQUIAL STYLE ... AWESOMENESS !!!

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  11. UnknownMay 28, 2012 at 12:57 PM

    My Point of view on this TVC

    The message delivery of this ad is very clear " The All Weather AC " by Voltas , which works around the year .. Cools in Summers, heats in Winters and works in the Humid weather too. The protaganist Mr Murthy does a good job with a well written script.

    However the principle concept of the ad works on the weather insight to communicate the message , we could assume a lot of people might not know the all year weather in Cherrapunji or how long is the rainy season but the ad is not made with this pretext and the research on the insight should have been done effectively with communicating the facts and not impacting the credibility of the ad.
    ( The above assuming that it does not rain that much in cherrapunji).

    having said that if we do a secondary research on the weather in Cherrapunji you will find that the following (Source : Wikipedia)

    Cherrapunji is a subdivisional town in the East Khasi Hills district in the Indian state of Meghalaya. It is credited as being the second wettest place on Earth. However, nearby Mawsynram currently holds that record.

    It holds two Guinness world records for receiving the maximum amount of rainfall in a single year: 22,987 millimetres (905.0 in) of rainfall between August 1860 and July 1861 and for receiving the maximum amount of rainfall in a single month: 9,300 millimetres (370 in) in July 1861.

    Therefore If I go with the above data I believe the insights have been effectively gathered. Thus making the communication credible and an interesting TVC to watch too.

    Thanks

    ReplyDelete

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