Whirlpool India has signed Kajol and Ajay Devgan as brand ambassadors for a period of two years. The company has aggessive plans to launch new products in air conditioners and microwaves soon."We have signed both Kajol and Ajay Devgan, but we don't look at them as celebrities alone. They are the embodiment of the brand values of Whirlpool," Arvind Mediratta, VP (marketing) of Whirlpool India, said.This is a major shift in the advertising strategy for Whirlpool India, which till now was advertising with model Amrita Saluja as Whirlpool mom in its celebrated ads with the punch line "mummy ka magic chalega kya?""This is the first time we are using a celebrity couple because we felt that Kajol is the perfect example of an achiever - both at home and work."And we also acknowledge the fact that males play a crucial role in the purchase decision of appliances, and Ajay is the 'man of substance'. The two are an ideal celebrity couple to take forward the Whirlpool ethos of being partners to homemakers," Mediratta said.Whirlpool will spend Rs 45-50 crore on advertising and promotions this year. "We are looking at new scripts with Ajay and Kajol, and the first TV ads should be on air by the end of March," Mediratta said.
