The Hindu Business Line : Whirlpool plans Rs 20-cr ad spend for festive season

Actor and Whirlpool brand ambassador Kajol flanked by Mr Arvind Uppal, MD, Whirlpool of India (left), and Mr Shantanu Das Gupta, Vice-President, Marketing, at the launch of the promotional campaign in the Capital on Wednesday.

Our Bureau

New Delhi, Oct.10 Whirlpool of India on Wednesday announced the launch of a promotion campaign for the festive season and a range of new products, as a part of its strategy to establish itself as a complete home appliances company. The company has earmarked Rs 70 crore as the marketing and advertising spend for the current year, out of which Rs 20 crore would be used during the festive season.

Promotional campaign

On its ‘Magic chalao, dream home sajao’ offer for the festive season, Whirlpool would spend around Rs 45 lakh by providing 30-home makeovers to be won by consumers on purchase of Whirlpool products.

Whirlpool, which launched a range of products in two of its major categories — refrigerators and microwave ovens, is aiming to be a complete home appliances company targeting women. The company also plans to invest around $20-25 million in the next 12-18 months for expanding its production capacity and other marketing activities.

“By the end of this year, Whirlpool which was popular for its refrigerators will be known for all the categories like microwave, washing machines and air-conditioners,” said Mr Shantanu Das Gupta, Vice-President, Marketing, Whirlpool of India.

He said the company was expecting a 20-per cent growth in sales during this Diwali as against the last festive season.