VOLTAS MAGAZINE ADS

Magazine AD 1 : Reference : http://www.impactonnet.com/%E2%80%98Mr-

Murthy%E2%80%99-does-it-again-for-voltas (Impact Magazine- E version)

1) About the AD : A fit Mr. Murthy is shown having tea in one image and doing yoga with
his father in law in the second. 4 product features explicitly mentioned. Doing Yoga at
home implies the comfort feature of doing exercise at home and Mr. Murthy is
explaining the same to his father-in law in the larger image.
2) Central Route to Persuasion : Comfort feature stressed Whatever the weather
outside, you stay comfortable inside. All new weather Voltas AC
3) Peripheral Route to Persuasion : A smiling fir Mr. Murthy inside the comforts of his
home temperature controlled by Voltas All Weather AC doing multiple things- Yoga,
having tea.
4) Cognitive Elements : Functional features emphasized to convey that you can do it all
within the comforts of your home.
5) Affective Elements: Smiling Murthy couple, satisfied father-in-law.

Magazine AD 2 : Reference : http://businessworld.in/article/Voltas-Cool-And-Calculative/07-

04-2016-95478/ - Magazine Ad 2 with this article ( BusinessWorld Magazine)

1) About the AD: Voltas all weather air conditioners. A simple ad strategically positioned to
appeal to new couples. 4 specific features of the AC are explicitly mentioned and the happy
faces imply that the happy couple is at an advantage by having the Voltas AC.
 2) Central Route to Persuasion : Clear appeal to the distinct functional features by mentioning
of 4 specific technology features. Emphasis on the term All Weather to reinforce the fact
that Voltas AC can be used all round the year.
3) Peripheral Route to Persuasion: A middle aged couple who is sitting happily in their drawing
room is used to connect with the masses implying a connect to all mid-income households.
4) Cognitive Elements: Functional features that enable the user to use the AC throughout the
year.
5) Affective Elements : A visibly happy looking couple.

VOLTAS TV AD 1:

Reference : https://www.youtube.com/watch?v=RqyMbf6pisg

Mr. Murthy is seen to be saying that his boss always gives him a lot of work and he has been
transferred to Cheerapunji this time. Mr. Murthy looks calm, even as the workers behind him are
sweating as Cheerapunji is a humid place. Mr. Murthy gives the reason- Whatever the weather
outside, Murthy is happy inside because of Voltas All weather AC.

Cognitive Elements of the AC being useful in all kinds of weather is being stressed upon along with
the 4 distinct technological features that it possess.

A calm sweat free Mr. Murthy looking happy even in the humid conditions of Cheerapunji is the
affective element used in the print ad to appeal to the customers.