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Whirlpool delights with the sound of freshness

The latest campaign for its Protton World Series refrigerators, conceptualised by FCB Ulka, plays on the ‘sound’ fresh fruit or veggies can make

Sohini Sen | Mumbai | May 21, 2014

Whirlpool-TVC Click on the image to watch the TVC.

Whirlpool's latest campaign for its new Protton World Series Frost Free refrigerator takes a ‘fresh approach’ at food storage. Created by FCB Ulka, Delhi, the campaign plays up the 6th Sense ActiveFresh technology of the refrigerator.

All refrigerators have the same promise of freshness and making things cool quicker. What Whirlpool needed at this juncture was to look at the proposition differently to drive home the point that the Protton World Series is genuinely ‘designed to delight’.

FCB looked at the sound of freshness instead of just telling the target audience about the USP of the product. The catchy TVC has minimal background music so that the freshness of the refrigerator remains the star of the campaign.

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.”

The campaign opens with a man who is wondering what to eat. He hears a sharp snap and looks up to see his wife holding a vegetable and signalling towards the refrigerator. He catches on and brings out more vegetables, each one portraying its freshness through the crisp sound it makes.

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

Vipul Sabharwal, VP Sales and Marketing, Whirlpool of India Limited, said, “The Frost Free refrigerator category is an important category for Whirlpool, in which we have 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'. Its three-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.”

The TVC:

[youtube]https://www.youtube.com/watch?v=rAeyKwkZ8es[/youtube]

Credits:

Creative Agency: FCB Ulka, Delhi

Group Creative Director: Sanjay Sharma

Creative team: Abhijeet Ray, Bharat Sharma, Gaurangi Mathur

Sr. VP: Sridhar Iyer

Client Servicing Director: Ashna Sharma

Account Management: Saksham Kohli, Vidushi Goyal

Agency Producers: Alpa Jobalia, Mazhar Khan

Production House: Genesis Films

Director: Cole Webley

Producer: Mitali Kakkad & Natasha Malhotra

Sohini.Sen@bestmediainfo.com

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