Voltas Beko, a prominent consumer appliance brand, has unveiled a new influencer-driven campaign to highlight its revolutionary HarvestFresh Technology in refrigerators. This campaign is designed to further the success of its October 2024 TV and digital promotions, utilizing the influence of 20 well-known personalities from lifestyle, nutrition, food, and parenting sectors to reach a broader audience and increase consumer engagement.
Key Influencers Involved
The campaign features a diverse group of influencers, including Kishwer Merchant, Ambika Dutt, Uma Raghuraman, Rashmi Rai, Aarti Madan, and others. These influencers will promote the advanced features of Voltas Beko’s HarvestFresh refrigerators. The primary focus is to educate consumers on how this innovative technology helps preserve the freshness and nutritional value of fruits and vegetables for extended periods.
HarvestFresh Technology Explained
HarvestFresh Technology simulates a natural 24-hour sun cycle using a three-color light system, designed to maintain the essential vitamins like Vitamin A and Vitamin C in fresh produce. This energy-efficient technology, available in both FrostFree and Direct Cool refrigerator categories, aligns with the needs of modern kitchens and promotes healthier living by ensuring nutritious food stays fresh for longer.
Marketing Message and Vision
Prasenjit Basu, Head of Marketing at Voltas Beko, expressed, “As pioneers of innovative technology in India, Voltas Beko is proud to redefine freshness and set new standards in food preservation. Our campaign brings together a dynamic group of influencers, reaching over 7.5 million people, to raise awareness and increase foot traffic to our stores.”
Basu continued, “Our goal is not only to educate but to inspire families to adopt this transformative technology, making their kitchens smarter and more efficient while enhancing food preservation and overall well-being.”
Impact and Brand Positioning
Through this influencer campaign, Voltas Beko continues to cement its position as a preferred choice for Indian families by offering products that blend style, innovation, and functionality. The brand is committed to ensuring superior food preservation, making kitchens smarter, healthier, and more efficient.
This initiative is expected to strengthen Voltas Beko’s presence in the market and raise awareness about the potential of HarvestFresh Technology in enhancing everyday life.
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