· The digital film tends to bring together memories of Diwali celebrations in offices, that many are missing this year
· Through this film, Haier restores its motto of ‘Inspired Living’ by showcasing how extending kindness and sense of belongingness in one’s celebrations can light up hearts
New Delhi, 12 November, 2020: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 11 Consecutive Years*, today launched its new digital film #LightUpAHeart, that celebrates the life of office people who work closely together but have drifted apart this Diwali due to remote office and work from home setups. The heart-warming digital film seeks to play a vital role in nurturing office relationships and rekindle Diwali festivities with colleagues who despite efforts are not able to meet and celebrate the festival of lights together this year.
Every year offices are decked up for the festival of Diwali - from lit up buildings to colourful Rangolis on the floor. To lighten the mood, the entire office can be seen playing games and enjoying good food. People are seen having a cheerful time with their colleagues as they are dressed up in ethnic attires. However, this year Diwali is going to be a different affair for office goers. The global pandemic has had far-reaching implications on people who are working in isolation from their homes and remote places. Through its Diwali campaign, Haier wants to highlight how offices become a second home for office goers and how bonds transcend professional ties to become personal.
Storyboard: The film revolves around a wizened office security guard – Mr. Yadav Ji who has made bonds with colleagues in the office – his second home. He is alone in the office this Diwali and reminisces about the times when offices were open and how Diwali used to be full of festivities and joy. He misses everything about Diwali in office - speeches of the bosses to sweets for everyone. The compelling shots in the film underline the feeling of loneliness that the office security guard goes through in a dark isolated office while remembering cheerful anecdotes from Diwali party last year with his colleagues.
Through the eyes of the nostalgic guard, the film tends to establish a connection between office colleagues who are alone and are missing celebrating the festival together. The last scene of the film takes a uplifting turn when Mr. Yadav Ji finds himself surrounded by his colleagues as he lights a Diya in the mildly lit room. This sweet gesture leaves Mr. Yadav Ji teary-eyed as everyone makes his Diwali special, and he can’t help but smile. Mr. Yadav Ji celebrates Diwali with his colleagues who have become his family and re-lives the moments that he has been longing for.
Conceptualized and created in collaboration with Zero Zero Creative Solutions, the digital film premiered today across Haier’s digital platforms.
Haier has always showcased ingenuity in its conceptualization of campaigns through creativity and innovation. Haier derives inspiration from listening to the consumer needs to create solutions that complement their evolving lifestyles. Following the brand philosophy of ‘Inspired Living’, Haier has time and again delivered campaigns that leave a mark.
Commenting on the new film, Mr. N.S. Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said, “Diwali is a festival of lights, cheerfulness and joy. This year with offices closed, office-goers are missing the excitement that this festival brings. The challenges created by the pandemic have changed the way we live and celebrate. Through this film, we wanted to inspire everyone to come together and celebrate the festival with the same fervor, despite the obstacles posed by the pandemic. At Haier, we have always focused towards inspiring lives of our customers and this film is our way of showing care and inspire everyone to rise above the odds and make this Diwali special.”
Kaushik Roy, Co-founder and Creative Director, Zero Zero Creative Solutions adds, "Haier's Diwali campaign celebrates the coming together of people who were very close but have become distant this year because of the pandemic. It does so by encouraging everyone to reach out to people they've lost touch with and brighten up their Diwali. During times when offices have become ghost structures shrouded in darkness, Haier takes the lead in encouraging all of us to re-visit our colleagues with whom our contact is now reduced to video calls and messages. Through this film, Haier depicts care and love as well as remind viewers about their second home - their office".
Click here for a preview of the new Digital Film by Haier India.
Agency - Zero Zero Creative Solutions
Production House - Dora Digs
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 been appreciated by Indian consumers due to the unique design that places the refrigerator section on the top and the freezer section at the bottom, thus reducing the regular bending of a user by almost 90%.
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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