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Liebherr awards advertising mandate to Rediffusion Y&R

The German manufacturer of premium innovative refrigeration and cooling appliances is slated to begin its India operations later this year

Liebherr Appliances India, part of the German Group Liebherr which is the manufacturer of premium innovative refrigeration and cooling appliances for both the domestic and commercial sectors, has appointed Adfactors PR as its Public Relations agency and Rediffusion Y&R as its advertising agency.

Liebherr Appliances India is slated to begin its India operations later this year. Both agencies won the prestigious mandate as part of a multi-agency pitch. With this significant partnership, Liebherr Appliances India hopes to communicate its brand promise and connect with consumers across India.

Liebherr Appliances India has been developing and producing household appliances for over 60 years now. The Group has invested to the tune of Rs 500 cr. to set up a manufacturing unit in Aurangabad, Maharashtra. This plant will produce refrigerators with Liebherr’s trademark German engineering technology, which have been specially crafted to suit the Indian market.

Shrinivas Jyoti

Shrinivas Jyoti, National Marketing Manager, Liebherr Appliances India said  "We are pleased to partner with Adfactors PR, to establish Liebherr's long term commitment towards the Indian market  and Rediffusion Y&R as our creative partner for helping us position our brand amongst the Indian consumers. At Liebherr Appliances India we are confident that this association will definitely help us in making our brand more intriguing and relevant to all our stakeholders.”

Dhunji S. Wadia

Dhunji S. Wadia, President, Rediffusion Y&R, said, “It is a privilege to be partnering Liebherr Appliances as they prepare for their India launch.  The challenge is to ensure that Liebherr is positioned correctly in the Indian market.  Given the global stature of the brand, the Rediffusion team is charged up to develop a complete communication package that gives a fresh interpretation while playing on the brand’s global strengths.”

Roger Darashah

Roger Darashah, Chief Operating Officer, Adfactors, said, “We are privileged that Liebherr Appliances India has chosen to collaborate with us as it begins operations in India. While Liebherr is synonymous with German engineering, Adfactors has a track record in understanding India, its consumers, its influencers and how to reach them.  We are very much global in outlook and approach. Our partnership with Liebherr Appliances India will draw on both these qualities to deliver world class communications tailor-made for the Indian audience.”

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