Electrolux India Limited has hired the services of O&M Rural to undertake a specific experimentation exercise to create awareness for its Kelvinator brand in rural market. To begin with the company has identified three rural zones each in Punjab and Uttar Pradesh. Awareness for the Kelvinator brand is being created through mandis, haat bazaars and wall paintings.
This is the first systematic and detailed exercise undertaken by Electrolux India to test the awareness levels of its brands in rural market. The company is also advertising in a big way in vernacular press and regional-level publications to spread its reach to smaller towns and cities.
Electrolux India is in talks with various financing organisations to facilitate consumer financing schemes for all its brands.