In their endeavor to celebrate the accomplishments of Indian women across genres, Whirlpool, in association with GR8! magazine, is gearing up to host the ‘Whirlpool GR8! Women Awards 2004’.
The awards embody Whirlpool’s core mission of being ‘a partner in homemaking’. “Whirlpool as a brand focuses on home-makers, and primarily, contemporary Indian women with a modern outlook to life. Our products target this segment. Coming to the awards, we are felicitating women across 19 categories as diverse as film, medicine, law, politics, etc. So it’s a perfect brand fit between the awards and what our brand stands for; we’re targeting the same progressive woman,” Arvind Mediratta, Vice President (Marketing), Whirlpool India told exchange4media.com.
Whirlpool is aggressively promoting the awards across a cross-section of media. “The promos are already on air across the STAR bouquet of channels, in Hindustan Times and on Radio City,” said Mediratta. “It is being advertised heavily on Star Plus. In the first phase of the promotion, thirty-second promos talk about the ‘Whirlpool GR8! Women Awards 2004’ and showcases certain women who are part of our nominee list. There were also print ads in Hindustan Times; we had a radio campaign on Radio City, and have been asking people to log on to Indya.com and select the winners. Now we are entering the second phase of the campaign – profiling the shortlisted nominees. So it’s being advertised quite heavily,” he continued.
On the spend, Mediratta remained tightlipped, although he admitted, “It is a significant amount.” However, he did disclose that Whirlpool’s media budget for 2004 would be a 30% increase on last year’s ad budget.
A distinguished panel of judges comprising Jackie Shroff, Mahesh Bhatt, Gita Piramal, Simi Garewal, Rajat Sharma and Vimla Patil among others would select the final winners from a list of 65 nominees across 19 categories including beauty, banking & finance, healthcare, journalism, entrepreneurship, dance, politics, films, and science & technology. The list of nominees includes Lara Dutta, Aishwarya Rai, Shabana Azmi, Kiran Bedi, Sonal Mansingh, Ritu Beri, Anjolie Ela Menon, Barkha Dutt, Asha Bhonsle, Ekta Kapoor and Sania Mirza. In addition, there would be special jury awards for ‘The Pride of India’ and ‘Whirlpool Perfect Homemaker’.
Our typical marketing budget is usually 10 per cent of the topline spend