Campaign India Team
May 21, 2014

Whirlpool plays on the ‘sound of freshness’ for Protton World Series

Watch the ad film conceptualised by FCB Ulka here

Whirlpool has released a new TVC for the its Protton World Series Frost Free refrigerators. The ad film conceptualised by FCB Ulka was released on 16 May.

The film highlights the element of freshness associated with fruits and vegetables and Protton’s capability to maintain it. The brand’s new positioning statement is ‘Designed To Delight’.

The ad film features a young couple in the kitchen. It’s early morning as the husband sleepily sets a cup on the kitchen island and reaches for the newspaper. He hears distinct taps and looks to find his wife holding a green apple which is the source of the sound. He catches the apple as she throws it to him and replicates the taps. She gestures him to retrieve fruits and vegetables from the fridge. The film uses sound effectively to create a symphony apparently entirely out of the sounds made from chopping, cutting, tapping, squeezing various fruits and vegetables. The husband having retrieved everything out of the ‘Active Fresh Zone’ of the fridge wonders what meal will eventually be made of the assortment. His wife sticks a fridge magnet on the top door near the brand logo. The magnet reads: ‘It’s a salad day’. The film then talks about the 6th Sense ActiveFresh Technology, describing it as ‘a new standard in freshness’. The film ends with the brand logo and the brand’s positioning statement for refrigerators: ‘Designed To Delight’.

Vipul Sabharwal, VP sales - marketing, Whirlpool India Limited, said, "The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning 'Designed to Delight'.”

He added, “We are excited by the trade and consumer response and are confident that our ambitious shared objectives will be met."    

Sridhar Iyer, SVP, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”

Sanjay Sharma, group creative director, FCB Ulka, added, “Freshness has several manifestations and most of them have already been explored. The sound of freshness, sounds fresh. We might not realise it, but we seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”


Agency: FCB Ulka (Delhi)

Group creative director: Sanjay Sharma

Creative team: Abhijeet Ray, Bharat Sharma, Gaurangi Mathur

Senior vice president: Sridhar Iyer

Client servicing director: Ashna Sharma

Account management team: Saksham Kohli, Vidushi Goyal

Agency producers: Alpa Jobalia, Mazhar Khan

Production house: Genesis Films

Director: Cole Webley

Producer: Mitali Kakkad and Natasha Malhotra

Campaign India

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