Ad Campaigns
Whirlpool creates awareness on the importance of sanitised clothes
NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, the world’s leading home appliance company has launched a #SanitiseWhatYouWear campaign that throws light on sanitizing vs washing of clothes and how a washer with inbuilt heater helps in removing up to 99.9% germs and allergens from the clothes.
Keeping the heightened consumer need of products in the health and hygiene segment in mind, the campaign will go live with close to 500 mothers in collaboration with the largest community of mothers, Momspresso. The mothers will be talking about how improved personal hygiene habits, being mindful of the surfaces of our clothes and sanitising them properly is a big contributor in prevention of germs and allergens entering our body. The campaign will go live on Whirlpool’s social media handles.
Whirlpool has a wide range of fully automatic top load washing machines with advanced in-built heater technology. These Intuitive and Intelligent washing machines from Whirlpool apart from germ removal expertise have enhanced features and innovations for a clean and hassle-free washing experience.
Embracing the brand philosophy of Every Day Care, the product and the campaign reflect Whirlpool’s commitment towards providing solutions that are meaningful and advanced with consumers at the heart.
Stain removal technology: A unique 6 stage wash process involving varying water temperatures & wash motions, ensuring tough stains removal like mud, grass, ketchup etc. The Inbuilt heater helps remove 50 different types of tough stains even after 48 hours.
Customised Fabric care: Whirlpool Washing machines are equipped with Three different Hot water modes – Warm, Hot & Allergen free. This helps in taking care if of different fabric types, to ensure sanitized washing and care of clothes.
Eco wash: Whirlpool has the widest range of 5-star energy rated machines with the Eco mode which uses an optimized wash algorithm for low water & energy consumption, while providing the best in class cleaning performance.
Whirlpool India vice president- marketing – KG Singh said, “Consumers today are more vigilant of their health and hygiene than ever before. Keeping in mind the need of the hour, Whirlpool has fast tracked its efforts to provide superior Sanitization along with best in class Wash Performance with the launch of the WhiteMagic Elite Plus range. This feature is also present across Stainwash Pro and Bloomwash Pro ranges through a special anti-bacterial cycle that ensures up to 99.9% germs and allergen free wash. This innovation comes from over 100 years expertise of Whirlpool in building washing machines leveraging its proprietary 6th Sense algorithms.”
Available online at https://www.whirlpoolindia.com/ and across India in capacities of 6.5 kg and above at a starting price range of Rs 18000.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
