Commenting on the selection of OMS, Sanjeev Wadhwa, General Manager, Marketing, Electrolux Kelvinator Limited, said, "What OMS demonstrated was superior innovative thinking, better creative and media synergy and an overall brand appreciation. We are looking forward to working together."

According to Sandeep Vij, President, Optimum "Electrolux is a challenger brand with a vision and a well reasoned, clear game plan in mind. Being part of a challenger team is exciting. Electrolux bought into our solutions that were out-of -the-box and our ability to challenge the given."

Given the highly competitive structure of the Indian durable market and the growth that this market is experiencing, it is expected that Electrolux India will be getting extremely aggressive with its focused strategy aimed at the Indian woman, whom the company categorises as ''hope managers'', between the age group of 20-35 years, women who are fiercely in control, women who have a mind of their own and most importantly women who possess a multitude of dimensions.

Electrolux is the world''s largest producer of powered appliances for kitchen, cleaning and outdoor use, such as refrigerators, washing machines, cookers, vacuum cleaners, chain saws, lawn mowers, and garden tractors with a presence in over 150 countries and pwns brands such as AEG, Electrolux, Zanussi, Frigidaire, Eureka, and Husqvarna. In India, the group sells its products under the Electrolux brand.