Indiantelevision.com Team

(3 February 2010 8:10 pm)

MUMBAI: Home appliance company Whirlpool India has announced its association with Indian Premier League (IPL) franchise Kings X1 Punjab as a sponsor and the cooling partner.

Whirlpool says that its association with the team is a reflection of its belief in team work and winning attitude. Kings XI Punjab reflects a perfect synergy between its brand attributes and the values of team work, confidence and optimism that the team imbibes

Whirlpool India MD Arvind Uppal said, "The Indian Premier League is the most eagerly anticipated event in the sporting calendar of the sub-continent. It is a huge draw for both national and international cricket fans. We are very excited to be an integral part of the tournament through our association with Kings XI Punjab, which is an excellent platform to connect with our customers."

Kings XI Punjab CEO Anil Srivatsa said, "We are thrilled to partner with Whirlpool .They are dynamic and share the same passion like us to promote cricket. Through this association we are hoping to bring an enthralling season that brings Cricketainment to the general public and some interesting promotions specially for our fans. We will indeed be energised further with our Cooling Partner-Whirpool. We will need them as we turn up the heat."

Whirlpool India will run a number of promotions during the tournament. As co-sponsors, Whirlpool will have the logo branded on the team's jerseys and also have significant in-stadia presence during Kings XI Punjab matches in the form of board branding, placards, branding on cheer leader podium and seats in designated stand.

Whirlpool India VP sales, marketing and exports Shahzad Akhtar says, "We have recently launched a new range of air conditioners and have some new refrigerator launches planned as well, and the association with the third season of the Indian Premier League will help us roll out a series of exciting activities across the country".

The company is planning to offer an opportunity to its customers to interact with the members of the Kings XI Punjab team through a number of activations, which will be launched in the near future.

Whirlpool India will run an ad campaign with the Kings X1 Punjab team icon Yuvraj Singh along with the company's brand ambassador and star couple Ajay-Kajol to endorse its new range of airconditioners. The company is planning to air the campaign during the same time as IPL matches.

Whirlpool India recently announced plans to augment its share in the AC segment. The company plans to capture 15 per cent market share by 2012 and treble sales by 2010. Whirlpool launched 44 new products in two sub-brands Mastermind Chrome and Mastermind Aviator. The new range with several features is aimed at giving a boost to Whirlpool in the AC category.