Mar 12, 2004

India: Women target of new Electrolux campaign

DELHI: Swedish home appliances giant Electrolux Kelvinator is shifting its communication towards women, given their influence in household purchase decisions, making the second home appliances company to take this route after rival Whirlpool.

The common theme that cuts across Electrolux's recent commercials is simple aspirations among women.

Hemant Misra, president of Mudra Communications, said the campaign will first look into how each of Electrolux' products fits into those aspirations.

We are not just focusing on what a woman wants today, but what she may desire as time goes by, he said.

This, according to the company, is being done to underline women's increasing role in decision-making and their status as...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 3175 1913


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Spikes Asia’s See It Be It finalists revealed
2 days ago

Spikes Asia’s See It Be It finalists revealed

Ten inspiring women in creative positions have been chosen to take part in the acceleration programme for future leaders.

How Chinese liquor brand Moutai is using Costco to thwart speculators
2 days ago

How Chinese liquor brand Moutai is using Costco to ...

Ahead of the mid-autumn festival, mass lineups returned to Costco as 10,000 bottles of Moutai were sold out in the supermarket within two days.

KFC wants to plan your wedding
2 days ago

KFC wants to plan your wedding

A new campaign from Ogilvy Sydney is giving Aussie couples the chance to ‘put a wing on it’.