Electrolux calls for creative pitch

Speculation has been rife in the industry for a while now that Electrolux Kelvinator Ltd (EKL) is planning to review its creative duties.

It’s official now. Electrolux Kelvinator has called for a pitch for its creative duties. The size of the business is estimated to be worth around Rs 30 crore. The account includes the creative duties for Electrolux Kelvinator washing machines, refrigerators, microwaves and air-conditioners. Currently, Mudra Communications handles EKL’s creative duties.

Confirming the report, Sanjeev Wadhwa, general manager, sales and marketing, EKL, says, “Yes, we have called for a creative pitch, but I cannot reveal any further details at this point of time.”

He adds, “We will probably be in a position to announce the outcome of the pitch process by mid-January 2006.”

It has been established from sources that Mudra, TBWA India and Dentsu have pitched for the business. There is perhaps one more leading agency in the fray, but its name could not be ascertained.

Mudra has been handling the creative duties for EKL since November 2003. Prior to that, O&M was handling the EKL business, till it took on the business of rival LG Electronics.

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