Top Story


Home >> Advertising >> Article

Ad Review: Electrolux – Sonam Kapoor demonstrates the art of multi-tasking

Font Size   16
Ad Review: Electrolux – Sonam Kapoor demonstrates the art of multi-tasking

The new TVC for Electrolux focuses on the user-friendly appliances that are so simple to use that one can easily multi-task. It features actor Sonam Kapoor, who is shown as a modern day woman who is able to accomplish several tasks at one go, thanks to the Electrolux appliances.

Client: PE Electronics Ltd
Brand: Electrolux
Agency: Mudra
Medium: Television

The Brief:
Commenting about the brief, Sajeev R, Chief Operating Officer, Electrolux, PE Electronics Ltd, said, “We have recently signed on Sonam Kapoor as our brand ambassador, since we believe she is the prefect fit for Electrolux. This is the first time that the brand has engaged an ambassador. Our new advertising campaign focuses on Electrolux’s core brand promise to give women the freedom to accomplish their dreams and aspirations by making her routine tasks extremely simple and easy to perform with the range of cutting edge products.”

The Execution:
Prajato Guha Thakurta, Creative Director, Mudra, said, “We were looking for something that would make the brand and Sonam Kapoor complement each other. The effortless way in which Sonam goes about doing her household chores while never taking her eyes off the script she’s reading goes on to show the amazing way in which Electrolux home appliances complement the lifestyle of the modern day multi-tasking woman.”

The Final Product:
The film opens with Sonam Kapoor reading a script. She goes about doing her daily household chores in a hassle-free manner while she continues reading the script. She multi-tasks – bakes a cake, makes pasta and washes her clothes by simply pressing a button. By the time she is done reading the script, the household chores are also done. She exclaimed, “Amazing”. The voiceover says: “Now you can be even more amazing with Electrolux.”

Xpert Comments:
Commenting on the ad, Prathap Suthan, National Creative Director, Cheil Communications, India, said, “Well, good attempt to put everything that Electrolux makes in one environment. Well shot, etc. Not in your face. And Sonam, the actor, obviously and blindly knows what buttons to press, while she amazingly walks around reading a script. But besides that, you and I don’t have a compelling reason to believe and buy the brand. What’s the benefit to the consumer? Pray tell me? The fact that things were arranged so conveniently around the house? Any brand would have fitted into that plot. Or the fact that Sonam knew how to bake a cake, make Italian, wash clothes, and switch on the aircon, without taking her eyes off the script? So what were they telling us? That Sonam is a whiz? Or that the appliances magically knew how to respond to her touch? Come on. I know creative liberty is our freedom, and freedom is our birthright, etc., but what is the brand in all this? I personally think that a lot of money has vanished into thin air. At best, it’s a forgettable commercial. I don’t hate it, but I can’t find a reason to justify why it was done.”

Our Take:
The new TVC for Electrolux conveys the message in a simple manner, but doesn’t stand out. The idea is not out-of-the-box in any way, but the message gets delivered loud and clear that Electrolux appliances are easy to use.


Tags Electrolux Sonam Kapoor Prajato Guha Thakurta Mudra Prathap Suthan

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.