Voltas Beko, a joint venture between Voltas, a renowned air conditioning brand, and Arçelik, a leading European consumer durables player, has rolled out an engaging new television commercial (TVC) highlighting its revolutionary HarvestFresh Technology. The brand’s latest refrigerator range, equipped with this unique technology, is designed to cater specifically to the needs of Indian households, ensuring that food stays fresher for longer. This innovation is set to enhance convenience in daily life, especially as families prepare for the upcoming festive season.
At the heart of this new refrigerator range is Voltas Beko’s HarvestFresh Technology, which mimics the natural 24-hour sun cycle through a three-color light system. This technology helps preserve essential vitamins such as Vitamin A and Vitamin C in fruits and vegetables, allowing them to maintain their nutritional value for an extended period. By replicating the effects of sunlight, the HarvestFresh feature ensures that produce stays vibrant, fresh, and healthy, making it an ideal choice for families looking to celebrate the festive season with fresh, nutrient-rich meals.
The refrigerators in this new range are available in both FrostFree and Direct Cool categories, offering consumers a versatile solution to their refrigeration needs. Whether for small families or large gatherings, these refrigerators are engineered to keep produce fresh while delivering energy-efficient performance.
Voltas Beko’s new TVC takes a lighthearted yet impactful approach to showcase the benefits of HarvestFresh Technology. The advertisement opens with a humorous scene featuring a family as they begin their day. The father playfully comments that their fruits and vegetables are fresher than their sleepy son, to which the mother jokes that he could use the same treatment as the produce. As she opens the curtains to let in the sunlight, the son perks up, rejuvenated by the bright light. The playful interaction underscores the magic of HarvestFresh Technology, as the mother explains how the feature brings the benefits of sunlight directly to their food, ensuring it stays fresh and full of vitamins.
With the father humorously comparing their son to an iconic Bollywood character, the ad injects a touch of nostalgia while showcasing the real-world benefits of Voltas Beko’s refrigerators. By combining warmth, humor, and innovation, the TVC effectively connects with Indian consumers, making it relatable and memorable.
Jayant Balan, CEO of Voltas Beko, emphasized the brand’s commitment to continuous innovation, stating, “At Voltas Beko, we aim to create appliances that not only meet but exceed the expectations of modern consumers. Health and wellness have become increasingly important, especially in a post-pandemic world, and our HarvestFresh range is designed to provide Indian families with the freshest, healthiest produce possible. It’s not just about keeping food fresh—it’s about ensuring that our refrigerators become a trusted partner in their wellness journey.”
With the HarvestFresh Technology, Voltas Beko aims to offer more than just convenience. The technology extends the shelf life of fresh produce, ensuring that fruits and vegetables retain their natural nutritional content for longer periods. This is especially significant during festive seasons when families need fresh ingredients for extended celebrations.
The TVC, which will be broadcast in multiple regional languages, including Tamil, Telugu, Kannada, and Bengali, is crafted to resonate deeply with diverse audiences across India. This local approach helps Voltas Beko build a strong connection with its consumers, reflecting the brand’s understanding of regional preferences and daily life experiences.
Since its inception, Voltas Beko has gained the trust of millions of Indian households. Over the past year, the brand has successfully reached over 6.5 million homes, and in the last six months alone, it has sold over 1.2 million products. This rapid growth highlights the strong relationship between Voltas Beko and its customers, built on the pillars of innovation, reliability, and convenience.
As Balan further elaborated, “Our goal is to bring more than just products into the homes of our consumers. We aim to bring joy, comfort, and simplicity to their lives. The new TVC encapsulates these values while emphasizing the importance of freshness and wellness in today’s lifestyle.”
Positioned as the ideal refrigerator for Indian families, the new Voltas Beko range offers unmatched flexibility, freshness, and energy efficiency. The brand’s focus on innovation and customer-centric design ensures that its refrigerators cater to the evolving needs of modern households. With HarvestFresh Technology, families can enjoy longer-lasting freshness, reduced food wastage, and healthier meals, all while enjoying the convenience of cutting-edge appliances.
This new refrigerator range promises to elevate the kitchen experience, making it the perfect upgrade for any home, especially as families gear up for the festive season.
