Whirlpool of India, with an annual turnover of Rs 1,100 crore, has projected a festive season growth in sales of 15-20 per cent. To back its marketing strategy, the white goods major will be promoting all product categories through a ‘mother campaign’ specifically targeted at theatres in Mumbai and Delhi, says Arvind Mediratta, Vice-president, Marketing.
“We have a mother brand film that, for the first time, showcases all our products from refrigerators to microwaves. This will be one way to promote brand awareness on all products. Secondly, we are looking at doing demonstrations in a big way for washing machines and microwaves because we really have some superior benefits in these products which have to be communicated to the consumer,” he said.
The company is highlighting the ‘sixth sense’ of women in the campaign. Asked about the ‘sixth sense’ technology, Mediratta said, “We define sixth sense as women’s intuition captured by technology. Whirlpool appliances that have sixth sense can proactively understand the needs of a homemaker. In other words, it is to convey the larger thought that Whirlpool products are so advanced that a woman can sense the way she wants it, when she wants it and how she wants it.”
In fact, for the new washing machine range Sensations that has just been launched, the campaign will talk about the sixth sense, Mediratta said. Asked on the campaign idea, he says, “The campaign copy reads ‘what women want’-- like 6.5 kg capacity, widest door opening and big diameter for the aperture.”
On why the company has focused its communication through multiplexes, Mediratta explained, “The answer is very simple. The penetration of ACs and microwaves is less than 1 per cent even in urban India. Washing machine penetration in India is around 8-9 per cent. So when you look at the potential audience, they are the people who enter multiplexes. Currently the two big markets that we need to tap are Mumbai and Delhi. So if we put it on TV it would require crores for a 60-second film. That’s why we have put it at DT cinemas and PVR complexes.”