Whirlpool is a world famous brand of home appliances which initially collaborated with Kelvinator to promote its brand in India. Known for quality and excellent services, Whirlpool products are quite popular in India and across the world.
The Indian advertisement market is highly influenced by its film industry. Several companies engage Bollywood stars to promote their brands in India. Similarly, the authorities of Whirlpool India have roped in a few celebrities to market their products. The Bollywood star couple, Kajol and Ajay Devgan was also made the brand Ambassadors of Whirlpool.
This involvement of these film stars in the endorsement of Whirlpool products adds a new dimension to the promotion of its home appliances among the consumers. From refrigerator to washing machine, Whirlpool provides its consumers with a wide variety of electronic gadgets, useful for various domestic purposes.
Endorsement by Bollywood Stars is not something new. However, Kajol and Ajay Devgan promoting the brand add to the appeal of the endorsement of its product.
This was the first time ever that Whirlpool hired celebrities for the promotion of their products in India. Since the target audience of the company features families, Kajol and Ajay- the real life couple was chosen for their ads.
Mr Arvind Mediratta, the Vice president of Marketing in Whirlpool India states various reasons for the promotion of their brand with the aid of this couple. He says that the off-screen chemistry of Kajol and Ajay Devgan lends immense reliability to their image on-screen and emphasize the importance of being together in home making. Their inclusion in the marketing of Whirlpool products infuses a sense of freshness to the promotion of the product.
Several companies vie for the Bollywood stars to endorse their products. The popularity of the stars as well as the right selection of the actors boosts promotion of the products.
The advertisement of Whirlpool aired on television is simple and appealing. All domestic consumers can connect to the on- screen couple, which is portrayed by Kajol and Ajay in the advertisement.
The star couple has given their best as the brand ambassadors in endorsement of Whirlpool products. Whirlpool created a good market for its products after the advertisement featuring the couple was aired on the television. Prospective buyers are very impressed by the excellent presentation and script of the ad. Consequently, the home appliances of Whirlpool have created a good niche in the Indian market.
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