Voltas: "Sensible Cooling", Sensible Campaign?

Brand: Voltas AC
Company: Voltas (Tata Group)
Agency: Lintas Media Group (Delhi)

In Feb 2010, Lintas Media Group (LMG, Delhi) bagged the media mandate for Votlas ACs which has launched a series of 50 ACs this season to suit the wallets and requirements of our much heterogeneous Indian market . Voltas has seen some challenging times and faced stiff competitions from international players(LG and Samsung) in the AC market.
However, this year, Voltas seems to be taking this market very seriously and in support to this series launch, it has been aggressively promoting the brand and has increased the expenditure on its Ad campaigns by a staggering 66%.
In the recent "Voltas: Sensible Cooling" ad, the aim is to position Voltas an an energy-saving and an AC that provides comfortable cooling. They want to eliminate the thought of paying increasing electricity bills that are often accompanied with the installation of an AC and plays the role of a mental blockage and prevents a customer from buying a new one. Other than demonstrating the monetary benefits they have positioned the brand as one that gives the user a feeling of "Responsible Usage".
On the downside, there are certain moments in the ad, which have been beyond my comprehension (To quote one of them, I still dont understand what's the old man doing with a Re 1 coin dug in the soil), and certain moments when the lack of synchronization of the chorus seems to stress our ears a bit.
All in all, with a number of messages towards sensible energy saving , relating it to the Core Value of Voltas, seems to be a good idea. Advertising during IPL-3 air time and positioning it well in lines with its tagline "India ka Dil. India ka AC" shows consistency in the marketing strategy.
Pradip Bakshi (Deputy COO - Voltas) promises that there is a lot more coming up from Voltas stable. Lets wait and watch, and ofcourse, use our ACs sensibly.