Whirlpool has taken a technological leap with its new campaign based on the insight that today’s urban lifestyles need the cutting-edge technology of tomorrow to flourish and thrive. Crafted by FCB Ulka, the campaign consists of two films for Whirlpool air conditioners and refrigerators.
Brand ambassadors Sushant Singh Rajput and Kriti Sanon represent a modern-day urban couple whose life and relationship are improved by Whirlpool’s superior technology, which transforms everyday chores into small acts of love and connection.
The air conditioner film is based on one magical moment between this modern couple that brings out Whirlpool’s revolutionary 3D Cool Technology in a fun and impactful manner. It shows Rajput working out as his neighbours watch on in blatant admiration. A flustered Sanon cools down this unnecessary ‘heat’ with her Whirlpool AC. Its 40% faster cooling and 12m long air throw chills Sushant instantly, who is forced to wear his jacket, leaving Kriti smugly satisfied. This playful banter between the couple manages to bring out the role of the AC strongly, delivering cold technology credentials in a fun, warm and relatable manner.
In the refrigerator film, we see Kriti Sanon getting things ready for a party at home with her friends while Sushant Singh is away on a shoot. A mishap in the kitchen leads to Sanon video-calling Sushant for advice. And while there is physical distance between them, we see that technology has found a way to keep their connection and chemistry fresh. It also builds in a progressive narrative of changing gender roles where men are true partners even as home-makers and cooks.
KG Singh, VP Marketing, Whirlpool of India, said, “Earlier this summer, Kriti Sanon and Sushant Singh Rajput captured the playfulness of today's relationship between a couple with the launch of our AC campaign. We believe technology plays a very important role today to ensure that the relationship is always fresh even when extremely busy lives of today’s young generation act as a formidable challenge. Both understand and appreciate new-age technologies that are meaningful. And that’s what the new TVC portrays — a meaningful technology that helps ensuring long-lasting freshness — enriching our customers' lives. We believe it’s a charming story that will be loved by the audience and captures brilliantly the benefits of our advance adaptive intelligence (AI) technology.”
John Thangaraj, National Planning Director, FCB Ulka, said, “Whirlpool has always been a brand for the homemaker. However, we wanted to challenge the very notion of homemaking. We wanted to move away from the stereotypical portrayal of homemaking that the category has been built on, and instead move towards a younger, more contemporary, more progressive rendition of it- one built on shared responsibility and fluid gender roles.”
Speaking about the campaign, Surjo Dutt, NCD (North), FCB Ulka, said, “This campaign marks a considerable leap in terms of execution as well as tonality for Whirlpool as a brand. It sets the brand in a new-age home, where relationships are not about mushy love. It’s all about wicked romance, forever oscillating roles and technology that keeps pace with the life of this fiery couple which builds the narrative of the films to break the clutter that persists in the category. All in all, it signals a new era of advertising for brand Whirlpool that showcases the changing dynamics of today’s relationships.”
Creative Agency: FCB Ulka
Creative Team: Surjo Dutt, Arijit Sengupta, Abhijeet Ray, Moumita Pal, Rhea Shukla
Account Management: Debarpita Banerjee, Naresh Dutt, Saquib Khan, Anubhav Singh
Planning team: John Thangaraj, Mohini Varma
Director (of the TVC):
3D Cool Inverter AC TVC: Lloyd Baptista
Intellifresh Refrigerator TVC: Hemant Bhandari
3D Cool Inverter AC TVC: Ravneet Mahajan
Intellifresh Refrigerator TVC: Abhishek Notani
3D Cool Inverter AC TVC: Method Productions
Intellifresh Refrigerator TVC: Chrome Pictures