ade for India," appears to be the tune marketers are singing these days. First there was Nokia with its 1100 mobile phones model which it claimed was made especially for India. Then, Voltas airconditioners made the statement in its new TVC targeting small-town India. Now it is Whirlpool's turn to introduce a product - the Fusion series of refrigerators - that it says is tailor-made for Indian conditions.

The commercials for the Fusion range, featuring Whirlpool's brand endorser Kajol, stress this fact. They play on the two strengths of the new refrigerator model: that it can maintain frozen ice for 17 hours (without electricity) and that it has huge amounts of space, with the communication indirectly conveying the message that it is specially adapted for Indian needs. ... more