Whirlpool of India has launched a three-film campaign for Luxuriem, its range of premium four-door refrigerators, bringing back the brand’s iconic jingle in a new format. Conceptualised by Creativeland Asia, Delhi, the campaign is built around the theme ‘Simply Peerless’ and highlights three aspects of the range: intelligence, adaptability and design.
The films spotlight Freshness Detection Technology, a convertible refrigerator feature and Obsidian Interiors with Quad Theatre Lighting. Instead of conventional product demonstrations, they place these features in everyday family situations, using warm, slice-of-life stories that follow the same family across all three films.
Nakul Tewari, vice president, marketing at Whirlpool of India, said the campaign rests on a simple insight: true luxury is not defined by complexity or excess, but by experiences that intuitively understand how people live. Every Luxuriem innovation, he explained, starts with a real problem in a real home, and the technology works quietly in the background so the experience feels effortless. ‘Simply Peerless’ captures that idea, showing a premium world that still feels warm and familiar.
From Creativeland Asia, Mayur Chandra, office head and CBO in Delhi, said the aim was a world where luxury feels aspirational yet completely at home, with a premium refrigerator and relationships that feel real. Ketki Karandikar, executive creative director, added that the technology reveals itself in familiar moments, making the refrigerator feel less like a product on display and more like a natural part of modern Indian family life. The campaign will run across digital, social and OTT platforms.
