Haier Kick Starts the Festive Season, Launches New TVC and Series of Festive Offers

• TVC based on Haier’s award winning product – Bottom Mounted Refrigerator, following the concept of transforming the inconvenient into convenient
• Also introduces the ‘AAA’ Festive Campaign with exciting offers and schemes for consumers across categories

New Delhi/Mumbai, September 30^th, 2016: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for the 7th Consecutive Year*, is kick starting the festive celebrations with the launch of  its new TV commercial campaign for the award winning Bottom Mounted Refrigerators (BMR) range. The new TVC focuses on the user benefits of having a BMR in the in the household to make the house maker’s life easy and convenient. Along with the new TVC, Haier India is also introducing its ‘AAA’ festive campaign with a slew of attractive consumer offers to multiply celebrations. Haier partnered with Famous Innovations as the creative agency for the making of this new TVC. 

The new TVC will be premiering from the first week of October across all metro cities and will be telecasted on 39 channels in 5 languages – Hindi, Tamil, Bengali, Kannada and Marathi. The Television commercial is based on the narrative “Ulte ko Seedha” which means making the small inconvenient things in life convenient. With Bottom Mounted Refrigerator, consumers get the benefit of having the refrigerator part on top and the freezer placed at the bottom, to reduce the need for users to repeatedly bend while accessing commonly used items from the refrigerator. Further, it also focuses on the notion of Convenience, Accessibility and Visibility, where convenience stands for minimizing the need for users to bend by 90%, Accessibility for easy reach to all the sections of the refrigerator and lastly, Visibility for appropriate brightness in all divisions of the refrigerator to increase the visibility even in the least used sections of the fridge.

Further, with the onset of the festive season and the spurt of excitement amongst the consumers Haier has also announced its festive season offers and strategy. Haier’s festive season strategy for this year revolves around the AAA concept, where the 3 As’ stand for Assurance, Assistance, Attractive. Assurance denotes a comprehensive warranty for all Haier products, Assistance means offering lucrative consumer finance schemes and Attractive stands for providing luring offers along with the purchase of all Haier products in the form of assured prices and gifts.

Commenting on the same. Mr. Eric Braganza, President, Haier India Said, “Since 2006, the brand has constantly innovated to pioneer the concept of Bottom Mounted Refrigerators in India to provide an increased convenience to our users. As we enter the most exciting time of the year amidst festivities and happiness, we want to generate top of mind recall with our consumers who are considering to upgrade/purchase a new home appliance that is high on utility. Building a stronger connection with our consumers is essential to Haier’s brand strategy. With our new TVC “Ulte ko Seedha”, we aim to re-iterate the benefits of using a Bottom Mounted Refrigerator and be a part of their celebrations. 

Shahnawaz Qadeer, Creative Director, Famous Innovations, said, "Our brief was to highlight the convenience of the new Haier Bottom Mounted Refrigerator. The film revolves around a common everyday struggle between a husband and wife. We have used a slice of life parallel to demonstrate that refrigerators have now got their priorities right, while husbands continue to stay the same."

The New TVC can be seen here- https://goo.gl/BucU4Z

* All Offers are valid for limited time period only, terms and conditions apply.

In addition to the exciting offers, Haier will also be launching a series of products in all categories such as refrigerators, microwaves, televisions, water heaters, deep freezers etc. during the current festive season. Mentioned below are the products:

• Microwave Ovens- 4 New models- (ONE) 20 LITRE Solo, (TWO) 20 LITRE Convection, (ONE) 28 LITRE Convection
• Deep Freezer- (ONE) 460-588 LITRE  DF with convertible option
• Visi Cooler- (ONE) 400 LITRE model
• Refrigerator- (ONE) New glass door in BMR range, (ONE) Four door refrigerator and (ONE) SBS refrigerator
• Televisions – (TWO) Smart Android [42/106 CM and 32/80 CM], (ONE) Slim LED TV [32/80 CM and (ONE) 55/139 CM Full HD LED TV
• Water Heater- (ONE) New Water Heater ES10VQ1
• Washing Machine- (ONE) New series of Front Load and Top Load respectively in November

*All Offers are valid for limited time period only, terms and conditions apply. 

ABOUT HAIER INDIA

Initiated in January 2004, Haier Appliances (India) P. Ltd is a 100 percent subsidiary of Haier Group. Headquartered in New Delhi, Haier India has 33 operations spread from Bombay, Bangalore, Chennai to Calcutta and a complete distribution network throughout the country as well as a manufacturing facility in Pune. Haier India employs 540 staff (On Pay Rolls), among which 272 of them are with the sales team while the other 268 are front-line employees. Products offerings of Haier India range from refrigerators, air conditioners, washing machines, TVs, water heaters, freezers to microwave ovens, with a special focus on local needs. For example, washing machines that work at nearly Zero Water Pressure help solve the biggest challenge that Indian consumers face in their daily lives, while Haier BMR refrigerators have also been well received by Indian consumers due to its large refrigeration capacity which caters to local people’s dietary habits. A larger refrigeration capacity means consumers can store more vegetables while the refrigerator also makes people’s lives easier by placing the refrigerating chamber at the top of the machine.

ABOUT HAIER GROUP

Haier is the world's leading home appliance provider, with global revenues amounting to US$ 30.3 billion and profits of US$ 2.89 billion in 2015. Its mission is to create innovative products according to the demands of our customers. Haier has been named the number one global home appliance brand every year for the last seven years by Euromonitor International, a world leader in strategy research for consumer markets, and in 2012 the Boston Consulting Group named Haier one of the ten most innovative companies in the world as well as the most innovative company in the consumer and retail category. Its global headquarters are based in the Chinese city of Qingdao and it also has regional headquarters in Paris, New York and Tokyo to serve its clients in Europe, America and Asia. Haier also has 5 R&D centers, 66 trading companies and 21 industrial parks worldwide. Haier Electronics Group Co., Ltd. a subsidiary of the Haier Group, is listed on the Hong Kong Stock Exchange (HKG: 1169). By drawing on its competitive strengths in marketing, the Internet, logistics and services, Haier Electronics Group aims to provide an integrated and unrivalled consumer experience. Qingdao Haier Co., also a subsidiary of Haier Group, is listed on the Shanghai Stock Exchange (SHA: 600690) and focuses on driving innovation in smart home technologies.

* According to the Euromonitor ranking 2015