India: Women target of new Electrolux campaign

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 'relationship managers' in any home.

Rajeev Karwal, managing director and CEO, Electrolux Kelvinator India, believes that women have the inherent quality to multi-task and this is well-encapsulated in the campaign.

The commercials aim to encourage a sense of freedom and independence among women. For instance, hands-free refrigerators and models with water dispensers are specially designed for them, especially when they are alone at home with infants.

At the same time, the 'Washy Talkie' washing machine model is geared towards working women.

"We want to emphasise that household chores can be enjoyed and need not be a drudgery," he says.

An acknowledgment of the increasing role of the woman in the purchase of high-end durables - traditionally a male bastion - will feature in later advertisements.

The shift from Electrolux's earlier, more product-centric communication comes close on the heels of the company changing its agency to Mudra Communications.

The brand is now looking at taking forward its current tagline 'Nurturing hope, nourishing life', and along the way, adding stature and authority to the brand.

In order to strengthen its bond with Indian women and bring them centre stage in its brand building efforts, Electrolux has also instituted an award to recognise the achievements of women in business.

Unlike Western countries, where almost half the women work, in India, women make up just 15 per cent of the working population.

"So, there is an increasing need to highlight women who can serve as role models to the aspiring classes," said Karwal.

The new campaign flags off the second phase of Electrolux's restructuring plan, which aims to turn the company around by the end of next year.

Electrolux has witnessed turbulent years, with declining marketshare and mounting accumulated losses.

The new management under Karwal took charge early last year, and after a round of right-sizing, has now turned its attention to a new product strategy and the repositioning of its communication efforts.