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Whirlpool assigns its digital mandate to Pulp Strategy, begins association with a new campaign

The agency will manage the brand’s presence across all digital platforms in Saarc nations. The campaign talks about the advanced ability of Whirlpool washing machines in hygiene and care

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Whirlpool of India, a subsidiary of Whirlpool Corporation, and a kitchen and laundry home appliance company, has assigned its digital mandate to Pulp Strategy, an independent agency in the digital communications and technology space.

The mandate covers markets in SAARC countries such as Whirlpool Bangladesh, Whirlpool Nepal, Whirlpool Sri Lanka and so on. As a part of the mandate, Pulp Strategy will handle the brand’s presence across all digital platforms, including building and managing technology, media planning, media buying, digital creative and content, and social media. The digital agency will also be responsible for planning and executing new digital initiatives for the brand.

Shivram B, Head SAARC, Exports and NB Unit, Whirlpool, said, “Pulp Strategy has shown a deep understanding of the digital consumer journey and are aligned to our goals. We are looking to work with them closely to increase our brand preference and engagement across touchpoints in DCJ, leveraging their creative prowess and data-driven approach.” 

The association started with Whirlpool’s new festival campaign that talks about the advanced ability of Whirlpool washing machines in hygiene and care. The campaign for washing machines went live in Bangladesh as the market saw a surge in demand for washing machines. The consumer behaviour, language and platforms are unique to the country and the campaign, which was Bangladesh’s first, leveraged this opportunity to strengthen awareness for Whirlpool washing machines among the audience. The campaign was rooted in deep research about the market and the consumer behaviour. The washing machine is powered by an advanced in-built heater that removes germs and allergens and has the Hot Catalytic Soak feature.

The campaign was launched with a digital film. The film focused on the relationship between a mother and a child. The film treatment is candid, simple, rooted in consumer insight and highlighted the parents need to keep their kids safe from germs and infection while giving them the freedom they need to play and grow in these times. The campaign reached millions of consumers digitally and was widely accepted with a high engagement and share rate. The campaign also had fun and peppy snackable video content

Ambika Sharma

Ambika Sharma, Managing Director of Pulp Strategy, said, “We take immense pride in the work we have done previously for brands across the business spectrum, ranging from emerging start-ups to global brands. We are delighted to partner with Whirlpool. The Whirlpool team is bubbling with energy and has a strong insight into their consumer sub sets. Whirlpool has powerful products on their portfolio, vibrant, fast-paced with immense potential in the digital space. In the coming times, we will focus on improving engagement and infusing technology into the current digital practice while we work towards strengthening the brands digital presence.”


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