Whirlpool earmarks Rs 15 mn as marketing spend for Diwali promo

MUMBAI: Home appliance manufacturer Whirlpool has unveiled its festival promotion called ‘Sab ka Jashn Sab ki Jeet’.

The promotion will run across the country until 31 October. The total ad and marketing spend earmarked for the Diwali promotion this year is in the range of Rs 120-150 million.

The company is offering a cash voucher from worth Rs 2300 as an assured gift to its customers on every purchase of a Whirlpool appliance. The voucher will entitle the customers to avail a discount of up to Rs 1,000 on flight bookings and Rs 1,300 on hotel bookings through The vouchers can be redeemed until 31March 2012 for travel and stay till 30 September 2012, allowing consumers sufficient time to plan their vacation.

Additionally, Whirlpool is also offering a sumptuous discount of 40 per cent on Whirlpool air conditioners to 25,000 customers who will be chosen through a scratch card.

Whirlpool India has also launched a series of products in sync with the festival season. The company has launched new models in top loading washing machines with 2 capacity points 7kg and 7.2kg and front loading in 5.5kg capacity. The all new 360° Bloom Wash, the washing machine with a different washing technology, has been launched as a part of festive as well as Whirlpool Corporation’s 100 years celebration.

Also ‘Whirlpool ACE washstation’ has been introduced at a new lower capacity point of 6.8kg. Whirlpool has also launched new models in Microwave Grill and Convection segment and new colour finishes and capacity points in its Refrigerator range.

As a part of the consumer promotion, the company would be giving away gifts worth Rs 1.50 billion during the festive season. The Diwali promotion and the newly launched products will be supported in print and radio and through a host of innovative activities such as OOH, digital & outdoors.

Whirlpool India VP- corporate affairs and strategy Shantanu Dasgupta said, “We are extremely delighted to launch innovative consumer offer ‘Sab ka jashn Sab ki jeet’ for all our customers during this festive season. To enhance the festive fervor we are offering a new range of products across different categories. With a target to grow at 15-20 per cent over last year, we are aiming for sales of around Rs 7 billion during this festive season.”

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