Electrolux is launching its complete range of washing machine for the first time in the Indian market and has come out with a unique TVC with a social message to introduce the new range. The TVC has been conceptualised by Mudra.
Electrolux Managing Director, Anirudh Doot, said, “It is a strong bond between Electrolux and our consumers that have urged us to communicate our offerings to them through different mediums, one of them being this new TVC. I am sure it would attract the consumers and help them make their purchase decision without any queries in mind. This would certainly help our sales figures soar.”
The TVC has a tint of humour, yet effectively manages to communicate the key message about the Electrolux washing machine conserving water.
Said Madhav Nene, Head-marketing, Electrolux, “Electrolux has introduced the global positioning ‘Thinking of You’. It’s not just a tag line but also an opportunity to succeed, by innovating boldly, by really embracing the responsibility of being the most thoughtful design innovator by adopting the philosophy ‘Thinking of You’.”
He added, “We are doing a 360-degree communication, which includes print, TVC, Internet, etc. The TVC broke pre-Diwali on October 15. The TVC has been running leading channels such as Zee, CNBC, NDTV, STAR News as well as in all regional channels.”
The TVC will continue till the second week of November. After that print ads will appear in all general magazines and women oriented magazines such as like India Today, Outlook, Femina, etc. Internet advertising will include banners, contests on Rediff.com, Indiatimes.com, etc.
The TVC has been created by Mudra Creative Director Sukumar Menon and produced by Foot-candles Films. Vinil Mathew has directed the film, while New Age Editing has shot the film.