Whirlpool of India has released a TVC for their latest Bottom Mount Refrigerator. Conceptualised by Lowe Lintas, the film highlights the role of caregivers who go to extraordinary lengths to take care of their loved ones, by understanding them, without changing who they are.
The film showcases actors Kriti Sanon and Tinu Anand who play the role of granddaughter and ‘daadu’ (grandfather) respectively. It starts with Sanon’s grandfather back from his morning walk, with a bag full of groceries, forgetting that he bought the same a day earlier. Sanon endearingly manages the situation and puts the extra groceries in the refrigerator, which senses the unique usage pattern and the load within the fridge, to adapt and control its cooling performance.
K.G. Singh, VP - marketing, Whirlpool of India said, “At Whirlpool, we follow the philosophy of everyday care and believe that when you truly care for your loved ones, your partner, family or your close friends, you accept them as they are with their habits, their points of view and their quirks, all that make them who they are. Delivering such extraordinary care requires something extraordinary like the AI technology in the new Bottom Mount refrigerator that automatically senses and adapts to your changing needs. “
Naveen Gaur, deputy chief executive officer, Lowe Lintas, said, “Everyday care is at the heart of Whirlpool’s brand philosophy. The challenge for us was to interpret this philosophy for the Indian consumer and balance the tech and life narrative. We felt that it takes extraordinary to deliver care day after day, both from the caregiver and the product. This was the start point of our campaign and the film for the most advanced Bottom Mount range of refrigerators from the brand. The extraordinary care is depicted through a heartwarming relationship between Kriti and her Daadu, how she cares and adapts to his needs. The refrigerator’s Adaptive Intelligence acts as a perfect foil to her in adapting intuitively to her changing needs.”
The film will be rolled out across television, on OTT and social media platforms.