#FreshIsInTheAir with Whirlpool

Whirlpool India has rolled out a film to showcase its recently launched XpertCare range of washing machines, with ozone air refresh technology. Conceptualised by Lowe Lintas, the film aims to tell viewers how they can air refresh their clothes, without the use of detergent or water.

The film uses visuals depicting how the clothes are skydiving, romancing and dancing in the sky, to the popular Hindi song ‘Hawa Hawai’. Towards the end, it is revealed that the dancing clothes were actually inside the Whirlpool Xpert Care washing machine.

Vasudha Misra, regional creative officer, Lowe Lintas said, “It has been a pleasure working with a marquee brand like Whirlpool, which exemplifies expertise in the field of home solutions for everyday care for their consumers. With the launch of their incredible Xpert care range came the challenge of producing something different that justifies the unique ozone air refresh technology. Therefore, we decided to showcase this one of a kind offering through captivating visuals and a well-loved melody to create a fantastical world of clothes dancing in the air, which effortlessly morphs into the wash cycle of the Whirlpool Xpert Care washing machine."

KG Singh, vice president - marketing, Whirlpool of India, said, “Whirlpool has created some of the most iconic and loved ads on Indian television. With the launch of the breakthrough new ozone air refresh technology, we wanted to create an ad which would not only bring alive the magic of the technology but also be memorable and enjoyable. We believe that with its breakthrough visuals and catchy music, this ad will build an instant connect with our consumers."

The film is being rolled out on television and digital.