Mumbai: Voltas Beko, a consumer appliance brand, has unveiled a new influencer-driven campaign to spotlight its revolutionary HarvestFresh Technology in refrigerators. Building on the success of its October 2024 TV and digital campaigns, the latest initiative leverages the influence of 20 renowned personalities across lifestyle, nutrition, food, and parenting genres to expand the brand’s reach and strengthen consumer affinity.
Key influencers, including Kishwer Merchant, Ambika Dutt, Uma Raghuraman, Rashmi Rai, Aarti Madan, and others, will showcase the advanced features of Voltas Beko’s HarvestFresh refrigerators. This campaign focuses on educating consumers about how the innovative technology preserves the freshness and nutritional value of fruits and vegetables for extended periods.
The HarvestFresh Technology mimics a natural 24-hour sun cycle using a three-color light system, helping to retain essential vitamins like Vitamin A and Vitamin C in fresh produce. Available in FrostFree and Direct Cool refrigerator categories, this energy-efficient technology aligns with modern kitchen needs and promotes healthier living by ensuring nutritious food remains at its best for longer.
Speaking about the campaign, Prasenjit Basu, Head of Marketing at Voltas Beko, stated, “As trailblazers in the introduction of innovative technology in India, Voltas Beko takes pride in leading the charge to redefine freshness and establish new benchmarks in food preservation. Our latest campaign unites a dynamic group of influencers renowned for their authentic and impactful content, reaching a diverse audience of over 7.5 million. This initiative not only enhances our messaging but also drives increased foot traffic to our stores, where customers can experience the groundbreaking HarvestFresh technology firsthand.”
He added, “Our mission transcends mere education; we aim to inspire families to adopt this technology, transforming their kitchens into smarter, more efficient spaces that excel in preserving nutrition. By harnessing the power of HarvestFresh, we empower consumers to enjoy fresher and more nutritious food, ultimately enhancing their overall well-being and lifestyle.”
With its focus on style, innovation, and functionality, Voltas Beko continues to position itself as the preferred choice for Indian families, offering products that cater to modern needs while ensuring superior food preservation. This engaging influencer campaign is set to further solidify the brand’s presence and drive awareness about the transformative potential of HarvestFresh Technology in creating smarter, healthier kitchens.
