Voltas’ New Campaign Focuses on Mothers in India

  • Voltas and Voltas Beko brands are part of this campaign
  • Both the brands have collaborated with Momspresso for this campaign

Voltbek Home Appliances Private Limited, a joint venture between India’s Voltas and Europe’s free standing consumer durables player, Arçelik, has launched a new digital video commercial (DVC), Kahan Gaya Mummy ka Sunday, here. This digital video, as per Voltas, is based on the insights gained from an in-depth research conducted among mothers across India to understand their latent needs for personal time on weekends.

“Our research shows that most mothers find Sundays far more stressful than weekdays. Voltas Beko is dedicated to make the lives of each ‘mom’ easier by offering technologically superior, easy to use, energy efficient home appliances, which have been specifically designed for Indian conditions. As part of the Tata Group, customer centricity remains the core of our proposition, and we remain committed to offering ‘made for India products – tested by Real Moms,” noted Jayant Balan, CEO, VoltBek Home Appliances Limited.

Voltas Beko (Still from DVC)

Video conceptualised by Momspresso

This video, as informed by Voltas, is conceptualised by Momspresso. “IT is created as a thought starter to compel the audience to think about a missing day of rest for the mother – irrespective of whether she is a stay-at-home-mum or a working professional,” read Voltas’ official statement.

“In a simple slice of life narrative, the film depicts a typical Sunday in the life of a mother wherein she is attending to one household chore after another, trying to get the routine stuff out of the way. The film goes on to depict a chance remark by her young daughter which jolts the father into sudden realization that indeed, his wife just doesn’t get a break,” it continued.

“The survey has shown that 50 per cent of mothers feel Sundays are more stressful than weekdays. Taking a cue from this study, Voltas Beko- a brand that has been trusted by moms all along commits to taking the lead in product innovation and development that aids a better and more relaxed lifestyle for mothers in India,” shared Pradeep Bakshi, MD & CEO, Voltas Limited.