Whirlpool of India has appointed celebrity couple Kajol and Ajay Devgan as its new brand ambassadors.
This is the first time Whirlpool India has used celebrities to promote its products. Market watchers point out that the move would help to add "newness" to the brand.
Speaking on the development, Mr Arvind Mediratta, Vice-President, Marketing, said, "First, they are a couple off screen as well, which lends credibility to the promise of partnership in homemaking. Second, they are one celebrity couple that has not been exposed on the small screen at all and thus their endorsing a brand will infuse freshness and break through the clutter in the current advertising scenario."