ine. So it�s all over the place. The fact that Whirlpool of India has signed on Bollywood actress Kajol and her husband Ajay Devgan for two years. They will endorse the entire range and not any particular line of products.
But what does it mean for Whirlpool? Using a celebrity is something the company is doing for the first time. So is giving prominence to the male character in the ad. What brought about this new line of thinking at the company?
First question first. Whirlpool has never used celebrities in its communication. The idea has always been to celebrate the personality of the woman, who was in control of her life, who shared a romantic relationship with her husband and was a buddy to her children. Using �readymade� celebrities, therefore, was never top priority. In fact, model Amrita Saluja became a celebrity in her own right as the super mom whose magic worked every time - both at home and in helping Whirlpool establish an aspirational connect with its target audience, the women.... more