What do you do when your product is the same as every other competitor? Do you keep pegging at some tiny differentiation spending loads of money? Or is it a better idea to do things differently?

At Voltas, we zigged when the world was zagging. In the whole commercial, there was no mention of this tech or the other. It was a simple story that said just one thing, we understood India. When the entire competition was harping on some tiny tech differentiation, this stood out. When the season ended, Voltas had gone from being no. 7 to no. 2 in the entire category. As the campaign continued the following years, it became no. 1 and has stayed there since.