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...

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