Electrolux business moves to Guava Creative Solutions

The agency will handle the creative duties for the company's white goods.

Guava Creative Solutions has won the creative duties for Electrolux India. The agency will handle the company's 'white goods' portfolio, including the washing machine, refrigerator, air-conditioning and microwave verticals.

The development follows a multi-agency pitch process that was initiated last month. The agency has won the business on a retainer fee basis.

As per industry estimates, the brand's annual ad spends are in the range of Rs 35-40 crore. The campaign will be released next month.

DDB Mudra has worked on this account earlier.

For the record, Electrolux India belongs to PE Electronics. Electrolux, a global leader in home appliances and appliances for professional use, sells over 40 million products to consumers in 150 countries, annually. The company's product portfolio includes refrigerators, dishwashers, washing machines, vacuum cleaners and cookers.

Globally, these items are sold under the brand names Electrolux, AEG-Electrolux, Zanussi, Eureka and Frigidaire.

Until December 2013, Bollywood actor Sonam Kapoor endorsed products from Electrolux in India.

Established in 2009, Guava Creative Solutions is a Mumbai-based creative agency headed by Vikisha Mehta, creative director. The agency's key clientele includes brands such as Talwalkars, Strata India, DKT India and Catwalk, among others.