Mr. Murthy: a recurring traveller explains all-weather use

Read the campaign story

Voltas introduced Mr. Murthy in 2012 to communicate its All Weather air-conditioner proposition. Business Standard’s later account describes the original character packing his air conditioner whenever work transferred him to places with different climates. The recurring person gave the product’s changing use situations a consistent point of view rather than presenting each feature through an unrelated demonstration.

Voltas’ own brand-history page retains the Murthy campaign and explains the all-weather positioning through his moves around the country. It also records later smart-air-conditioner and family extensions. This entry groups the character family, with the 2012 introduction as its anchor. The brand’s descriptions of comfort and capability are treated as positioning, not independent verification that every model performs equally in all conditions.

The editorial mechanism is to use one stable protagonist as the variable environment changes. That makes a range of use cases easier to connect: viewers can follow the person and notice what the product is supposed to do differently in each setting. The structure is particularly useful for explaining a multi-function offer. Its weakness appears when the character becomes more memorable than the actual feature or when fictional simplicity conceals installation and operating requirements.

A small team could adapt the idea with a fictional user carrying out several realistic tasks in a software tool. Keep the person’s goal consistent, change the situation and show the relevant feature accurately. For physical equipment, do not suggest that relocation or installation is effortless when professional work is required. Separate a narrative shorthand from the instructions customers need to use the product safely and effectively.

Evaluation should check whether viewers can match each situation to the appropriate capability and name its limitations. Avoid using regional accents or identity as the sole source of humour; a recurring character should be more than a stereotype. This historical case offers a way to organise feature communication across episodes. It does not verify energy savings, endorse current air-conditioner specifications or prove that the series increased sales. The practical lesson is continuity with clarity: the same person can connect changing situations, but accurate product understanding must remain the destination.

Map situations to features

Give each episode one accurate functional point.

Preserve practical requirements

Do not let narrative shorthand hide installation or operating constraints.

Build a person, not a stereotype

Use character goals and choices rather than regional identity as the whole joke.

A small test for another brief

Create three accurate software-use scenes with one fictional user.

Correct situation-to-feature matching and recognition of constraints.

Stop if viewers infer unsupported versatility or unsafe setup instructions.

• Map each situation to one verified feature.
• Keep the user’s goal consistent across scenes.
• Test feature matching and limitations with first-time viewers.