In its bid to consolidate the advertising duties, Whirlpool India has shifted the creative duties of its microwave business from Contract to DraftFCB Ulka. It was a direct move by the company and did not involve any pitch process.
Speaking exclusively to exchange4media, Sanjeev Bhargava, Chief Operating Officer, DraftFCB Ulka, shared, “The category is still a nascent one for Whirlpool, though there has been a good growth exhibited in the last one year. The account size will evolve as we go along. The important task as we see here is that the category becomes a significant contributor to the Whirlpool mix of offerings and the quantum of advertising should be commensurate with the efforts involved.”
DraftFCB Ulka was initially the incumbent agency for this particular business, but lost out to Contract four years ago. So, why did the client think of such a move? “In the long journey of the brand, there have been times when the brand has needed fresh perspectives, and in accordance with that a new agency was brought in to provide the same. As times have progressed, consistency in the way the brand speaks and a sharper impetus on consistencies and on this particular category has provided the impetus to bring it back into the DraftFCB fold,” Bhargava candidly answered.
DraftFCB Ulka has been the agency for Whirlpool for the last 13 years and has been involved with the development of the overall brand. Bhargava felt, “The microwave and allied kitchen appliances are critical to the evolution of the brand as a provider of holistic solutions at home, and all activities related to this will be handled by us.”
“A lot of strategic work will need to be done to understand what will move this set of categories from Whirlpool into a significant position of strength. This strategic work both above and below the line will be done in the ensuing months,” , he concluded.