Home appliances major Electrolux has unveiled its newly launched global marketing campaign, ‘Thinking of You’, in India. This new global positioning showcases how the company puts the customer first using consumer insight to design and develop products.
The ‘Thinking of You’ campaign is being launched in India by EKL and features a specially shot TVC by Mudra Communications, and is backed by a multi-media campaign, including print, outdoor and point-of-sale communications that reflects the new positioning.
Reaffirming its long-term strategic commitment to India, Electrolux has also opened a new office in Delhi. Fredrik Janson has been appointed President, Major Appliances, Electrolux India, and will head the India operations. Janson has been a long-serving member of Electrolux and was till recently Head of Marketing and Sales, Asia Pacific, Electrolux.
The new office will oversee all Electrolux interests in India and work closely with the Videocon group, which has the rights to market all Electrolux and Kelvinator products in India under license from the Electrolux Group.
One of the key functions of the new office is to support and nurture the Electrolux brand in India so that it retains its position as a premium appliance brand, while also ensuring that the marketing, product range, quality and service levels are maintained at the high international standards of Electrolux. The new office will also drive consumer research, marketing, product management, quality monitoring, and international liaison on marketing and technical matters.
Elaborating on the new campaign, Janson said, “The new Electrolux ‘Thinking of You’ campaign is designed to connect with consumers so that they understand that they are getting a brand that offers premium value not just in quality, but also in the thoughtful way that it has been created keeping the end-user in mind. This thoughtfulness is what differentiates the Electrolux brand and we are confident that with the new range of thoughtfully designed products that are being introduced, we can continue to grow the Electrolux brand in India.”
Janson added, “We have a long-term commitment to India and we are putting in place the building blocks to enhance the Electrolux brand in India. We have been introducing a range of new Electrolux products from our global portfolio in line with emerging consumer preferences. All of these products are being developed in accordance with Electrolux product development process and are approved by Electrolux to ensure that they meet our international standards. Retailers have shown great understanding of the positioning of Electrolux as a premium international brand and they are very enthused by the new range of products that we are introducing.”
Recent Electrolux products launched in India by EKL include a high-end frost-free refrigerator with Nutri-Ion plasma clusters that keep the food fresh and nutrients intact and a completely new split air-conditioner with Oxygenerator that generates anions to make air much cleaner.
In June 2006, a new range of semi-automatic washing machines in the 5.5 kg / 6 kg and 7 kg segments with Fabriguard pulsator will be launched, which generates extra movements in water resulting in a tangle-free yet strong wash. A brand new range of fully automatic machine in 5.5 kg / 6 kg / 7 kg with a hole-less drum, which consumes less water will also be introduced.
Electrolux’s high-capacity convection microwave ovens with 360-degree Maxiwave for uniform and quick cooking will also be introduced in India shortly.
The Electrolux Group is a world-leading producer of powered appliances for kitchen, cleaning and outdoor use, such as refrigerators, washing machines, cookers, vacuum cleaners, chainsaws, lawn mowers, and garden tractors.
Every year, customers in more than 150 countries buy more than 55 million Electrolux Group products for both consumer and professional use sold under famous brands such as AEG, Electrolux, Zanussi, Frigidaire, Eureka and Husqvarna.