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Tag: Whirlpool

  • Creatives from Amazon, Hindustan Unilever, Marico, Mondelez and Whirlpool share laurels in the TV category as Hindustan Unilever dominates the digital category

    Kantar launches 2nd edition of  Creative Effectiveness Awards

    By Our Staff

     

    Kantar, the marketing data and analytics company, has announced winners of the second edition of its now annual Creative Effectiveness Awards. The firm tested more than 13,000 creatives for clients around the world. Around 10% (1300+) of those creatives were tested in India alone. The India report shortlisted over 350 ads, tested across categories, markets, TG’s and media channels.

     

    Across television ads tested in India, Kantar has awarded standout performers in five product categories- Food & Beverage, Personal Care, Durables, Home Care & Services. Kantar has also included a special segment on social causes and this edition spotlights

     

    ‘Un-stereotype’ which all about celebrating gender progressive advertising.

     

    Here are the Kantar Creative Effectiveness Awards 2022 India Winners:

     

    Commenting on this year’s winners, Soumya Mohanty, Managing Director and Chief Client Officer, Insights Division, Kantar said, “The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learnings that we have had in the area while working with the leading marketeers in India.”

     

    Key highlights from this year’s report:

     

    >> Kantar’s Strategic Sparks identified for effective and creative TV advertising:

     

    1. Indians love to ride fulfilling story arcs: Stories create room for empathy, engagement, and vivid memories through which one could influence the way in which consumers think & feel about the brands.

    2. Touch of drama helps: Just the right kind and quantity of spice delivered through creative storytelling and filmmaking,  elevates even the repetitive themes, to make them more personal, relevant and aspirational.

    3. License to be extravagant in visualization: Indians are open to suspending their disbelief for the well visualised film

    4. Layer in emotional meaningfulness: Emotive contexts have the potential to make the consumers warm up to even the dry functional categories.

    5. Show, not tell: Integrating brand payoffs as an organic plot event in the script is a timeless approach toward creating vivid and persuasive memories.

     

    >> Kantar’s Strategic Sparks for effective and creative digital advertising:

    1. Customized and integrated content yields significantly higher ROI​: Carrying forward creative stories and elements from other media amplify the impact of digital assets.

    2. Shoot for instant meaning: Given the attention poor consumers and short window available, it pays to ensure that the consumers are not called to do any additional work for decoding what they are supposed to think and feel about the brand

    3. Ride the moment: Embrace the topical issues and trends, to engage and be relevant

    4. Strike an emotive chord: Well told stories open up consumers for longer format videos

    5. Hook them early:  Promise of a fulfilling story arc, emotive journey and humor help in ensuring that consumers stay invested beyond 6 seconds.

     

    >> Unstereotyping: Time to mainstream progressive gender portrayal

     

    Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which Kantar now includes as a measure of gender portrayal in advertising as an integral part of its Link™ communication pretesting solution. Thus, setting a foundation for marketers to review the potential of their creative executions on this dimension to monitor progress over time.

     

    Unstereotype metric* (UM) in the long term provides learning and context for gender progressive advertisements. UM is now measured for 14,000+ ads across 70 countries, 3,300+ brands and 251 categories.

     

    :: Unstereotyping in advertisements is predicted to unlock higher marketing ROI. It signifies strong brand equity and is likely to impact short term sales as well. This impact is not only true for women, but progressive male role models also impact business outcomes across categories.

    :: Progressive ads are more effective and trigger positive engagement. They are in general seen to be more enjoyable, relevant, different and even pleasantly surprising.

    :: Unstereotyping affects various aspects of the brand- power, meaningfulness, difference and saliency especially seen in food & beverage, household and personal care categories.

    :: There are clear and present rewards for brands that seek to be at the forefront of embedding progressive gender roles

     

  • It will leverage powerful insights and compelling brand strategy of Lowe Lintas to woo customers

    Whirlpool gets Lowe Lintas as agency

    By Our Staff

     

    Whirlpool recently appointed Lowe Lintas as its marketing and communications partner.

    Speaking about the agency’s appointment, KG Singh, Vice President – Marketing, Whirlpool of India said: “We are extremely delighted to have Lowe Lintas India on board as we expand and grow our India business to the next level. The digital first approach, powerful insights and compelling brand strategy presented by Lowe Lintas will help reinforce our connect with existing consumers and bring newer consumers into the care and comfort of Whirlpool. We look forward to a long and exciting journey ahead.”

    On the win, Naveen Gaur, Deputy CEO, Lowe Lintas added: “The core of the brief from Whirlpool was very clear – to help them become the category leader in coming years with a strong focus on digital. The foundation for our strategic thinking and approach included the agency’s digital tool called Intent Optimiser coupled with our capability to stitch up a hyper-bundled solution for the brand.  Our expertise of being able to bring a new age, contemporary and truly integrated solution was what won the hearts of the Whirlpool leadership.”

     

     

  • The duo will now be seen endorsing Whirlpool’s range of appliances

    Whirlpool ropes in Kriti Sanon and Sushant Singh Rajput as brand ambassadors

    By A Correspondent

     

    Whirlpool of India has roped in celebrity actors Kriti Sanon and Sushant Singh Rajput as its new brand ambassadors. The duo will now be seen endorsing Whirlpool’s range of

     

    Commenting on same, Sunil D’Souza, MD, Whirlpool of India said: “We are delighted to welcome Kriti and Sushant to the Whirlpool family. Both of them are youth icons and young achievers of India who understand and appreciate technology that can help enrich lives. We realize they reflect the drive of our brand we live everyday with, world class performances that defines our commitment to delighting our customer with meaningful innovations, global technology and designs.”

     

    As a part of Whirlpool’s new AC campaign, both celebrities will be seen starring in its new TVC that has already gone live from April. They will now be seen in other upcoming TVCs and campaigns too.

     

     

  • The company is using it as a launch vehicle for the brand's new positioning – 'Designed To Delight'

    Whirlpool unveils new campaign for frost-free refrigerator

    By a correspondent

     

    Whirlpool has launched a new campaign for its new Protton World Series Frost Free refrigerator. The new refrigerator is unique with a three-door format and has the revolutionary sixth SENSE® ActiveFresh technology in the ‘Active Fresh Zone’ to keep fruits and veggies fresh. The company is using it as a launch vehicle for the brand’s new positioning – ‘Designed To Delight’. The product is positioned to deliver freshness but this has been covered before by multiple players from every conceivable angle. The challenge was to come up with a completely new way of looking at freshness.

     

    The creative idea that FCB Ulka came up with was to celebrate a whole new way of enjoying freshness. While most commercials simply talk about freshness, the agency created a whole new level of freshness through sound. The commercial is a celebration of all things fresh with the refrigerator at the centre of it all.

     

    Mr. Sridhar Iyer, Sr. Vice President, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”

     

    Mr. Sanjay Sharma, Group Creative Director, FCB Ulka, expressed, “Freshness has several manifestations and most of them have already been explored. The sound of freshness, sounds fresh. We might not realize it, but seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”

     

    Said Vipul Sabharwal, VP Sales and Marketing, Whirlpool of India Limited, “The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning ‘Designed to Delight’. It’s 3-door format is exquisitely crafted, the 6th SENSE® ActiveFresh Technology with Moisture Retention and MicroBlock ensure unparalleled bacteria-free freshness, and there is a captivating range of finishes to choose from. FCB Ulka has taken each of these elements and created an advertisement that is persuasive and entrancing. We are excited by the trade and consumer response and are confident that our ambitious share objectives will be met.”