Whirlpool India has appointed Contract Advertising to handle their business categories that are being identified for the next phase of the company’s growth strategy. Whirlpool would be spending Rs 70 crore on advertising and promotion, with 40-45 per cent of this amount kept aside for above-the-line activities. Contract Advertising will work along with Draft FCB Ulka, with whom Whirlpool has had a long relationship of over a decade. Draft FCB Ulka will continue as a key partner with the responsibility of the flagship refrigerator category and evolving the overall brand communication to its next level.
Speaking on the development, Shantanu Dasgupta, VP-Marketing, Whirlpool India, said, “We’ve had a very successful turnaround in the last few years and are now leaders in some of our key segments. We owe this to a very strong brand positioning and memorable communication. FCB Ulka is a key partner and has helped us deliver those goals. Going forward, in the next stage of our growth plans we would like to put more focus on new businesses while not losing our grip and leadership in core categories. As a part of this outlook, we have decided to get Contract on board. Contract has displayed good understanding of our communication needs and strong strategic capabilities during the evaluation process. Whirlpool is the world leader in home appliances and is intent on being the leader in all its segments in India as well.”
Arvind Wable, Excecutive Director and CEO, Draft FCB, said, “Draft FCB Ulka has done path breaking work to build the Whirlpool brand over the last decade. Positioning brand Whirlpool as a partner in homemaking and creating the concept of a homemaker as against a housewife marked a shift in the depiction of women in Indian advertising. With our continued involvement with Whirlpool, we hope to continue to steer the brand in future to reflect the changing consumer trends.”
Jagdip Bakshi, CEO, Contract Advertising, said, “All of us at Contract are proud to have been given this opportunity. Whirlpool is respected globally as a pre-eminent player in white goods. We look forward to a glorious long term relationship in the growth years ahead.”
With this change, Whirlpool is now set to leverage its global expertise and strong brand in India for the next phase of its growth strategy, aimed at attaining undisputed leadership in its segments.