Ad Campaigns
Voltas showcases its new summer campaign for All Star Inverter ACs
MUMBAI: Voltas, India’s No. 1 AC brand, from the house of the Tatas, has launched its new brand campaign for its 2018 range of All Star Inverter ACs, with a 360 degree media amplification across Television, Print, Radio & Digital.
The campaign talks about the unique value proposition of “Steady Cooling & Steady Savings” and highlights the end consumer benefit of “complete peace of mind”. The proposition is backed by the technology hook of a “Two Stage Steady Cool Inverter Compressor”, which leads to Steady Cooling & Steady Savings.
The brand has recently released a highly engaging TVC which brings back Voltas’ much- loved protagonist “Murthy”; and this year Murthy has an unwanted “Atithi” at his residence. The Atithi (Murthy’s country cousin) tries to make Murthy’s life uncomfortable, by taking control of his house, during his visit. Since he (Atithi) is very comfortable with Murthy’s AC running 24 X 7, he gets funny ideas to impose his presence in Murthy’s house. However, Murthy emerges smarter, since he has the Voltas All Star Inverter AC, which gives him the twin benefit of Steady Cooling & Steady Savings.
The TV campaign will be on air across GEC, News & Movies genres, and will also be aired during the forthcoming IPL. It is supported by a heavy Print campaign across all leading national & regional dailies. Moreover, Radio & Digital will be used strategically to further multiply the brand communication.
Speaking about the campaign, Ogilvy & Mather, Deputy Chief Creative Officer India & Chief Creative Officer North, Ajay Gehlot said, “This year we had a task of emphasizing the core brand promise of “Steady Cooling, Steady Savings”, without compromising on humor. And the two new TVCs capture the essence of the new brand promise in an engaging & interesting manner”.
Adding to that, Voltas UPBG, Vice President – Marketing & Key Accounts, Deba Ghoshal said “This year our unwanted Atithi will add extra spice to Murthy’s life. However, we have full faith in Murthy, to crack the humor code, in a relevant manner; and win us more smiles and eyeballs.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
