Electrolux drops Capital and moves India brief to Ogilvy

The consolidation is part of a restructuring of EKL, which has reduced its portfolio to three brands - umbrella brand Electrolux Kelvinator, Electrolux and Allwyn. It will phase out Maxclean washing machine and White Westinghouse air conditioner. O&M snatched the Allwyn refrigerator brief from Capital Advertising, Delhi. Capital also handled Maxclean.

The media business will be consolidated with O&M's media sibling, Maximize India's Delhi branch. "The rationalisation of the brands in India is part of the process to consolidate our business operations and is in line with Electrolux's long-term strategy of strong presence here. The process will improve cost structure, productivity and together with brand management, will lead to more growth opportunities, said Ram S. Ramasundar, EKL's chief executive officer and managing director.

Under the new product portfolio, the company will market refrigerators (frost-free and direct-cool), washing machines (top-loading, fully and semi-automatic) and home appliances.

EKL will continue to market its premium and imported range of home appliances under Electrolux, while Allwyn will target the value-conscious segment.

EKL has also released a new television and print campaign to communicate the integration of its Kelvinator and Electrolux brands. 'Electrolux comes together with Kelvinator to make life better for you' is the message of the campaign.

Anand Bhardwaj, EKL's executive vice-president of marketing and marketing services, said: "The company plans to use print in the regions where Allwyn has strong equity and Electrolux's advertising will be in select media and the focus will be on product displays in select outlets and direct interaction with the target consumer."