MAM

Electrolux launches hi-tech fridges, plans media blitz

MUMBAI: Moving in line with its commitment to nurture the hopes and nourish the lives of its customers by offering world class and innovative products, Electrolux Kelvinator Limited (EKL), announced the launch of ‘Tamanna’- World’s first refrigerator with FM Radio and message recorder.

 

Tamanna, which is priced at Rs 13,990 is available in 230 ltrs capacity. With the launch of Tamanna, Electrolux now offers almost 60 refrigerators in its Oxy range of direct cool refrigerators.

According to EKL managing director and CEO Rajeev Karwal, “Tamanna which means Desire is exactly in line with the Electrolux’s philosophy of nurturing hopes, desires and aspirations of its customers in whichever way possible. We are confident that this refrigerator will change the way women work in the kitchens and will make it more enjoyable by breaking the monotony of the kitchen.”

Tamannna comes equipped with an auto search FM band radio that, on press of a button, starts searching for the favourite band automatically and stops on the best channel. One can control the volume with the help of volume control. Tamanna offers a message recorder, that can record voice messages of 10 seconds duration. The LCD panel on the refrigerator ensures clear view of screen in case of inadequate ambient light.

“It has been observed that most of the times people were using magnetic stickers or post-it to leave messages for others on refrigerator door. Similarly housewives were using radio in the kitchen to avoid the monotony of daily routine work. Keeping these needs and desires of customer in mind, Electrolux developed Tamanna to offer these innovative features,” Karwal further added.

The other unique features of Tamanna include a health guard, digital clock with alarm, dual humidity control, special foldable bottle rack, drop down freezer and chiller tray, anti rust rear sheet, anti fungal gasket, designer ice tray, door open alarm that reminds one to close it in case door is left open for more than 90 seconds.

To promote this new product, EKL will unleash a multimedia campaign, stressing the ‘Life Nourishing System’ concept and showcasing the merit of the “Tamanna”, across print and electronic media.

Electrolux also announced the launch of another refrigerator, Bijlee with the view to tap the rural and semi-urban markets of India. Bijlee is the world’s first refrigerator that works even without electricity in the direct cool segment. It is priced at Rs 10,990.

Through this innovative product Bijlee, Electrolux plans to aggressively target the large untapped customer base of 13.1 million non-owner urban households with a monthly household income in the range of Rs. 3000-8000.

In the initial phase, the company plans to target 5.7 million non-users concentrated in one million population towns of North India, which can be reached immediately due to the company’s strong foothold in the region. In the second phase, the company plans to enter the B and C class towns.

According to Karwal, “It is our constant endeavour to attract maximum customers and to emerge as India’s favourite consumer brand. After consolidating our presence in the bigger markets, we are now expanding our focus on the rural markets. In India, the penetration levels of refrigerators, especially in rural markets, are extremely low primarily due to poor electrification and inadequate infrastructure in the rural areas.”

“Considering that about 80,000 villages in India do not have access to proper electricity, Bijlee provides us with an enormous potential to drive volumes. Befitting of a global leader, I am especially pleased to be launching this new category in the Indian market,” he added.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/shopclues-800x800.jpg?itok=JMeM8M6r
Mall wali quality, ShopClues wale prices

MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/db%20%281%29.jpg?itok=YMjHptsV
DB Corp's radio business numbers expand with network growth

DB Corp’s MY FM radio network now encompasses 26 live stations with the launch of nine new stations over the last two quarters of this fiscal (year ending 31 March 2017 or FY-17). DB Corp’s radio business revenue for the quarter ended 31 December 2016 (Q3-17, current quarter) increased 12.4...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/AMIT%20WADHWA-RAJAN-800x800.jpg?itok=oIBJn_eJ
HT Media hires Dentsu Impact

MUMBAI: Dentsu Impact has won the creative duties for all brands from HT Media - including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Ayyappan-Raj-800x800.jpg?itok=Tih3d0WE
Nomarks for guessing who's self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/sabia.jpg?itok=UPFNUZeB
Madame Tussauds in India; WATConsult wins media mandate

WATConsult, one of India’s leading media agency, which is now a part of the Dentsu Aegis Network, has won the digital and social media mandate of the world-renowned wax museum, Madame Tussauds, which is soon to be launched in the capital city of India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/PC-advrt.jpg?itok=Q6eLTowD
Priyanka in new Pantene ad

Pantene, one of India’s leading hair care brands along with new brand ambassador Priyanka Chopra, launches a new and improved formula. The brand launches its biggest breakthrough in 30 years: Pantene’s new formula with PRO-V and goodness of oils making hair thicker, stronger in just 14 days.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/shanu-singh.jpg?itok=M5jb_3ds
E-com: Godrej Interio, IBM tie up

IBM has announced that Godrej Interio, the furniture division of Godrej & Boyce Mfg. Co. Ltd., is collaborating with IBM to capture the attention of the growing number of home furniture and accessories consumers.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories