Mumbai: In a country obsessed with food and the freshness of its ingredients, the campaign focuses on Liebherr’s Duo Cooling technology that prevents moisture loss and keeps temperature super precise protecting natural freshness for longer. The campaign, designed in partnership with Rediffusion, will be first launched during the festive period in Kerala and soon after that across the rest of the country. It will be played heavily across TV channels in Kerala and select digital platforms throughout the month of August.
Radhakrishna Somayaji, Director Sales, Liebherr Appliances India said,“Liebherr appliances Globally stand for its excellence in quality & German engineering. After firmly establishing our distribution network in India, our focus is now to bring into the country the latest and advanced refrigeration technologies that we have developed over the last 65 years. The first in the series is our DuoCooling Technology, which helps consumers preserve the freshness of their precious food longer. As South India, especially Kerala has been one of our important markets, we decided to ring in the festivities of Onam with our new technology launch in this South market first”.
Navonil Chatterjee, Jt.President and Chief Strategy Officer, Rediffusion said, “Globally, when you think of refrigeration, you think of Liebherr. The brand swears by Quality, Innovation and Design and DuoCooling is one more breakthrough in the science of preservation from the Liebherr stable, There is a certain direct, to-the-point and minimalistic communication grammar that hi-tech global brands follow and our DuoCooling communication is straight from that no-nonsense mould. And there is a stunning visual device of the ‘freshness lock’ which has been employed to dramatise our product story. In short, the appetite appeal in the communication is designed to ensure that if you love food, you will end up loving Liebherr”.
For a company that has been perfecting the art of preservation since 1965, the launch of DuoCooling technology is but the first step in its long list of technologies that it has planned to introduce to India in the coming months – refrigeration technologies that help provide customers with better and superior preservation options for all the items that Indian families store in their refrigerators.
Liebherr India Pvt. Ltd. is a wholly owned subsidiary of the German multinational equipment manufacturer Liebherr Group. Liebherr launched their refrigerators in India in 2018. Known the world over for its premium and innovative refrigeration technology since 1965, Liebherr has its own manufacturing set-up in Aurangabad to produce refrigerators specifically designed for Indian weather conditions and specific market requirements.