Draftfcb Ulka sole custodian of Whirlpool

By afaqs! news bureau , afaqs!, Mumbai | In Advertising
Last updated : March 11, 2013
The agency has played a significant role in establishing the brand in India.

American home appliances giant Whirlpool has roped in Draftfcb Ulka as its creative agency. The agency won the account following a multi-agency pitch.


Draftfcb Ulka has been handling the creative duties for Whirlpool for several years and has worked on its washing machines, refrigerators, air conditioners and microwaves businesses. The agency has played a significant role in establishing the brand in India.

Towards the end of 2007, Whirlpool initiated a pitch and in January 2008, the team brought on board Contract Advertising. The agency was given the mandate to handle the creative duties for Whirlpool's foray into new categories as well as the then new products (including water purifiers and built-in appliances like ovens for modular kitchens) it planned to launch in its existing categories.

Draftfcb Ulka continued to stay on board and since then, the two agencies have shared the mandate for the brand. Both agencies were part of the current review process.

Lodestar Universal has been Whirlpool's long standing media agency. A few years ago, Ignitee Digital Solutions was appointed to work on Whirlpool's branding across online media, mobile, social media and e-commerce platforms.

The roots of Whirlpool can be traced back to 1911, to a company called Upton Machine Company, founded in Michigan, USA. In 1929, Upton Machine Company merged with Nineteen Hundred Washer Company to give birth to a new firm called The Nineteen Hundred Corporation. It was The Nineteen Hundred Corporation that successfully launched the very first product (an automatic washing machine) under the Whirlpool brand name in 1948. Then, in 1950, Nineteen Hundred was renamed Whirlpool Corporation.

In 1987, Whirlpool established presence in India through a joint venture with Sundaram Clayton (TVS Group). In 1995, Whirlpool Corporation acquired Kelvinator, giving birth to Whirlpool India.

In 2011, Whirlpool Corporation celebrated its 100th anniversary.

First Published : March 11, 2013
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