Whirlpool signs Ajay, Kajol
Whirlpool India has signed Bollywood couple Kajol and Ajay Devgan as its brand ambassadors for a period of two years. The company has laid out aggressive plans to launch new products in Air Conditioners and Microwaves categories this season.
"We have signed both Kajol and Ajay Devgan but we don't look at them as celebrities alone. They are embodiment of the brand values of Whirlpool," said Arvind Mediratta, Vice President, Marketing, Whirlpool.
This is a major shift in advertising strategy for Whirlpool India, which till now was advertising with model Amrita Saluja as 'Whirlpool Mom' in its celebrated ads with punch line "Mummy ka magic chalega kya."
"This is the first time we are using a celebrity couple because we felt that Kajol is the perfect example of an achiever, both in personal and professional life."
"And we also acknowledge the fact that males play a crucial role in the purchase decision of appliances and Ajay is the 'man of substance'. They are an ideal celebrity couple to take forward the Whirlpool ethos of being partners to homemakers," added Mediratta.
Whirlpool will spend Rs 45-50 crore on advertising and promotions this year. "With Devgan and Kajol, we are looking at new scripts and the first TV ads should be on air by the end of March," Mediratta said.
Whirlpool will continue its association with its advertising agency FCB Ulka. "We will continue our association as FCB Ulka has done wonderful work with our brand and its evident in the fact that our brand recall is higher than our Korean competitors even as they spend 6-8 times more on advertising," said Mediratta.
The couple was last seen together on screen in their home production Raju Chacha.