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Two for all: A file picture of actor-couple and brand ambassadors of Whirlpool, Ajay Devgan and Kajol, at the launch of a new range of products.

Virendra Pandit

Ahmedabad, May 9

Bollywood actor-couple Ajay Devgan and Kajol, who hitherto have endorsed Whirlpool refrigerators, will also be brand ambassadors of all Whirlpool products, a company official said. The built-in home appliances for modular kitchens is one of Whirlpool’s new offerings this year.

The company has already launched an aggressive marketing campaign to increase the market share of its range of products.

At present, Whirlpool has around 23 per cent share in refrigerators and washing machines in Gujarat, Mr Shantanu Das Gupta, Vice-President (Marketing), Whirlpool of India Ltd, told Business Line on the sidelines of a launch-cum-fashion show here. .

The company unveiled new products across five categories — refrigerators, washing machines, air conditioners, microwave oven and water purifiers. These products will be supported by a multi media campaign including above-the-line advertising and below-the-line activities such as tie-ups, in-shop display, promotions, direct marketing and product demonstrations. All its products have the company’s patented 6th Sense technology, connoting intuitive understanding of a woman’s need.

The company expects to notch up a 25 per cent market share in the refrigerator category, 20 per cent in washing machines, 10 per cent in microwave oven and 10 per cent each in air conditioner and water purifier categories.

The company has also increased its marketing spend this year by 10 per cent to Rs 77 crore.

Currently, the company’s products are marketed through 10,000 outlets across India including 650 in Gujarat.

More Stories on : Promotions & Offers | Home Appliances

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