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Haier India's new campaign shatters tired gender biases this Women's Day

03-09 2020

Haier India’s new campaign shatters tired gender biases this Women’s Day


- The new campaign defies constricting barriers of Pay Gap, Gender Inequality and Sexism that are prevalent in present-day society


New Delhi, 09 March 2020: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 11 Consecutive Years*, announced the launch of its new campaign that challenges the gender biases and issues associated with the women in the real world. 

The Women’s Day campaign features India’s leading sportswoman, Dipa Karmakar (Artistic Gymnast, Olympian, Khel Ratna Awardee) as a symbol of power and strength to fight against the constricting barriers of pay gap, sexism, patriarchy, misogyny, body shaming etc. that holds back dynamic women to realize their dreams.

In line with this year’s Women’s Day theme - “Each for Equal”, the new campaign underscores the role women play on a daily basis to challenge stereotypes, fight bias, and create a world with more dignity and broader opportunities for all. Through this campaign, Haier is shattering the gender bias and issues that are hindering our move to create an equal world for all.

As a part of the series, the campaign unfolded with a video on Pay Gap that beautifully brings out Dipa’s vigor and strength through several athletic moves and portrays her as a warrior to destroy the issue of unequal pay for women. With an aim to ‘Change the Narrative’, the video series will focus on different challenges and biases against women that prevails in the society in today’s world.

Participating to express the views on the gender wage gap, influencers chimed in on social media and applauded the campaign by Haier. Speaking out against Pay Gap, these women influencers pressed on how women contribute equally as much as men in their roles and these gender inequalities must end to create an equal world.

Commenting on the new Women’s Day campaign, Mr. N.S. Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said “At Haier, we are constantly working towards touching upon subjects that hold a matter of relevance in our society. This Women’s Day, we wanted to highlight some of the major stereotypes that are deeply entrenched in society and act as a barrier for women in realizing their dreams. Our new campaign is a testament to our philosophy of ‘Inspired Living’ where we are trying to defy these norms through the courage and passion of India’s inspiring women athlete, Dipa Karmakar.”

The video series, conceptualized and created in collaboration with Famous Innovations was released on 08 March 2020 across all leading social media platforms.

Raj Kamble, Founder and CCO, Famous Innovations adds, “We are proud to work on a project that is defying the gender biases in today’s world. Through this video series, we have not only tried to highlight the prevalent barriers that women face in the present-day society but also showcased a powerful way to defy these with strong grit and passion.”

When it comes to campaigns, Haier has always displayed originality and innovation in its overall conceptualization and communication. Following the core brand philosophy of ‘Inspired Living’, Haier derives inspiration from listening to the consumer needs to create solutions that complement their evolving lifestyles.


ABOUT HAIER INDIA

Headquartered in New Delhi, Haier India has pan India operations and a vast distribution network across the country along with a manufacturing facility in Pune, Maharashtra. Product 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 Bottom Mounted 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 the consumer 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 Group today is the world’s leading brand of major household appliances which is now transforming from a traditional manufacturer to an open entrepreneurship platform. In the era of the Internet and post e-commerce, Haier will extend its ecosystem to social networks and community economies while enhancing the user value of Haier products and services and instilling integrity as a core competency throughout the Group. Haier aims to become a global leader in the era of the Internet of Things.


In 2018, Haier Group generated a global turnover of RMB 266.1 billion, a year-on-year increase of 10%; its global profits and taxes exceeded RMB 33.1 billion, a year-on-year increase of 10%; and its ecosystem revenue reached RMB 15.1 billion, a year-on-year increase of 75%. Currently, the Group’s brands include Haier, Casarte, GE Appliances, AQUA, Fisher & Paykel, Leader, RRS, DCS, and Monogram. Each brand has its own unique market positioning and provides outstanding user experiences for end users. Haier is now further deploying and demonstrating the effectiveness of the Rendanheyi management model and will internationalize Rendanheyi through its unique cultural integration system.


*According to the Euromonitor ranking 2020


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