Whirlpool India (“Whirlpool”), a washing machine brand, has partnered with Surf Excel, from Hindustan Unilever, to elevate the laundry experience for Indian consumers.
Two leading home care brands have combined efforts to enhance cleaning performance and convenience for households. By integrating innovative technologies, they aim to provide superior fabric care, streamline laundry processes, and elevate the overall customer experience.
United in their commitment to innovation and customer satisfaction, they will embark on a journey to create impactful consumer awareness campaigns, educational initiatives, and engaging marketing activities. Leveraging the strengths of both brands, they aim to provide valuable insights, tips, and solutions to consumers, helping them optimize their home experiences.
This partnership shines in a new campaign that unites the innovative technology of Whirlpool Top Load Washing Machines with the powerful cleaning performance of Surf Excel Matic Liquid Detergent, guiding consumers toward a superior and hassle-free cleaning process. Surf Excel’s Stain Penetrating Power technology perfectly complements Whirlpool’s 6th Sense Technology, ensuring the removal of a variety of tough, dried-on stains. This synergy allows consumers to effortlessly tackle stubborn stains, saving time and effort in their daily laundry routine.
KumarGaurav Singh, Vice President-Marketing, at Whirlpool of India, expressed excitement about the partnership, saying, “Washing machine penetration in India is still in itsnascent stages and a significant number of consumers are first-time buyers. Our partnership is an opportunity to leverage our combined strengths-the coming together of superior mechanical action, thermal action and chemical action to deliver expertise in the removal of stubborn stains.”
Echoing this sentiment, Srinandan Sundaram, Executive Director, Home Care, at Unilever,added,”Our partnership is not just about increasing the penetration of liquid detergents, but also about providing an enhanced laundry experience and educating consumers on the benefits of our combined offering. By bringing together advanced technologies, we aim to offer a superior solution for fabric care needs while also raising awareness about the importance of proper laundry practices. Our goal is to provide convenience and innovation to households across India, making laundry routines easier and more effective than ever before.”
Through joint marketing initiatives by Whirlpool & Surf Excel, both brands are committed to enhance consumer experience amidst evolving consumer needs.
