Havells India has hired Bollywood actors Ranveer Singh and Deepika Padukone for its Lloyd brand that makes air conditioners, LED TVs among others.
The company in an interaction said that it wants to target young people who are in their late 20s and 30s as their consumers ahead of the summer season that begins in April.
Singh and Padukone, who got married less than five months ago, will be replacing Amitabh Bachchan. Also, this their first association together after the couple tied knots. Both Singh and Padukone have been faces of brands such as Chinese mobile brands Oppo and Vivo, travel portals Makemytrip and Goibibo, and Kotak Mahindra Bank and Axis Bank.
“Both Ranveer and Deepika form a power couple and bring a lot of youthfulness around the brand. We want to signal a change and status quo around Lloyd and that is why we tied up with this couple," said Shashi Arora, chief executive officer, Lloyd Consumer Products.
The company plans to advertise across mediums including print and outdoor and also wants to leverage Padukone and Singh’s social media presence on Instagram. Padukone has a massive 33.1 million followers and Singh has 21.2 million followers.
Lloyd, which was acquired by Havells India Ltd in 2017, has changed its brand position from a mass brand to a premium mass brand. The company largely manufactures air conditioner, washing machine and LED TV. Past 9 months have not been very short summer, week festive season, rise in custom duty. Lloyd used to be in the mass segment
Summer is one of the most important seasons for electronic companies, especially the one operating in air conditioner and refrigerator categories. To generate sales and revenues brands including LG, Samsumg, Voltas, among others, offer multiple schemes and discounts to attract customers. The past about 9 months have not been very positive towards these categories due to short summer, week festive season, and rise in custom duty among other factors.