Whirlpool of India (‘Whirlpool’), a subsidiary of Whirlpool Corporation, joined hands in a new marketing alliance with Surf Excel, a brand of Hindustan Unilever Limited (HUL) aiming to transform the laundry experience for consumers in India.
“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. Kumar Gaurav Singh, vice president-marketing, Whirlpool of India said.
Reportedly, the two brands have collaborated to deliver superior cleaning performance and convenience to households. They are claimed to be embarking on a journey to create impactful consumer awareness campaigns, educational initiatives and engaging marketing activities. They aim to provide valuable insights, tips and solutions to consumers enabling them to optimise their home experiences. The partnership is highlighted in a new campaign that brings together Whirlpool Top Load Washing Machines and Surf Excel Matic Liquid Detergent. From what it is understood, this synergy enables consumers to tackle stubborn stains effortlessly. “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.” Srinandan Sundaram, executive director- home care, Unilever said.