DraftFCB Ulka gets back Whirlpool Microwave business

Whirlpool India has appointed DraftFCB Ulka to handle the creative duties for the microwave and kitchen appliances part of its business. The incumbent agency on the account is Contract to DraftFCB Ulka. The account win did not involve a multi-agency pitch and was solely the company's decision.

DraftFCB Ulka has handled the creative duties for the aforementioned Whirlpool's business earlier and it was four years back that the creative account changed hands and went to Contract. Confirming the news to Adgully, Sanjeev Bhargava, Chief Operating Officer, DraftFCB Ulka, said, "Whirlpool has always been a very prized account for the agency and for me personally. Having piloted the business for well over a decade, there is a sense of ownership on the business. The return of the account therefore means much more to us than the acquisition of additional business. It is a validation by Whirlpool of our commitment and our understanding of the business, marketing and advertising issues. And that is a great gratification for us."

The new win will consolidate the creative account of Whirlpool, which the agency has been handling for over thirteen years now. Talking about the client's expectations with the creative plans, Bhargava, added, "We are starting work now and we will certainly try several approaches. But ensuring that the brand Whirlpool and its overall positioning has a great impact for these categories will certainly be our effort."

Whirlpool entered the Indian market the late 1980s. It forayed into the market under a joint venture with TVS group. Following which it established the first Whirlpool manufacturing facility in Pondicherry.

In 1995 Whirlpool acquired Kelvinator India Limited in 1995 and entered Indian refrigerator market as well. The same year the company also acquired major shares in its JV with TVS group and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian home appliance brand- Whirlpool India.

Today, Whirlpool holds a market share of over 25% and offers products like washing machines, refrigerator, microwave ovens and air conditioners. In the year ending in March '09, the annual turnover of the company for its Indian enterprise was Rs.1,719 Crores.