Consumer electronics major Electrolux is expecting a 30 per cent increase in sales during the festival season this year in comparison to last year, says Sanjeev Wadhwa, General Manager, marketing, Electrolux India. The company has spent 20 per cent more on marketing and promotional activities this festive season than last year, he informs.
Interestingly, the company has also planned to link itself with the K-actors to get an edge. Electrolux will sponsor the event wherein Kashish and Sujal from ‘Kahiin to Hoga’, Ansh from ‘Kyunki…’, Urvashi, Prerna and Anurag from ‘Kasauti Zindagi Kay’, Om from ‘Kahaani Ghar Ghar Kii’ and many more will come together to celebrate Diwali with the viewers.
On the association, Wadhwa says: “We are keenly looking forward to the festival season. To create extensive visibility for our brand during the season, nothing could have been better than the association with the most sought after characters of ‘K’ serials. These joint promotions with STAR will not only ensure high visibility but also help us spur volumes of our products across the country.”
The company has joined hands with the channel to present two specially designed programmes – ‘7827 lagaao, Kismat Jagao’, a unique reverse auction for Electrolux Homes and STAR Plus ‘Diwali Dhoom Machaley’ event, for the festive days.
However, under this first-ever on-air reverse auction, the viewers will get to bid for customised Electrolux Homes which comprises DFF44 refrigerator, Fabriguard Luxury washing machine, 25 litre Convection Microwave Oven and Window AC. The lowest unique bid will win the fabulous Electrolux Home. The viewer has to just SMS the bid amount at 7827 and would instantly get a message showing whether their bid is lowest unique or not. In case the bid is not the ‘lowest unique’; the viewer gets an opportunity to bid again.
As Wadhwa says, the programmes will be advertised aggressively on all the STAR Network Channels including STAR Plus, STAR World, STAR Movies, STAR Utsav, STAR Gold, Channel V, etc.