· Haier’s new short film aims at debunking gender stereotypes and calls for #EqualLiving by appreciating the value women bring to our lives every day
New Delhi, 08 March 2020: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 11 Consecutive Years*, today announced the launch of its new campaign #EqualLiving that appreciates the women in our lives and their daily hustles to make our lives better.
Haier, through a short video, emphasizes the role women play daily to challenge stereotypes, fight bias, and create a world with more dignity and broader opportunities for all. In line with its motto of ‘Inspired Living’, the company aims at disproving the age-long belief that women are responsible for daily chores in a household.
Featuring women from all facets of life, the short film urges us to appreciate the efforts of women in providing us the life that we cherish, every day. The short film captures the smiling faces of women – our mothers, wives, sisters, and daughters with background voice-over of different male figures in their lives, taking responsibility for the daily work these women do in their households, on the occasion of women’s day. The film goes on to question why equality exists only for one day? Instead, women should be treated as equals throughout the year. Through this short video, Haier wants to shatter the gender bias and issues that are hindering our move to create an equal world for all.
Commenting on the new Women’s Day campaign, Mr. N.S. Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said “We, at Haier constantly strive to bring to light the subjects that are important for the growth and progress of our society through our campaigns. With the release of this short film on digital platforms, we want to break the barriers that women face in our society and create an equal world by debunking gender inequalities. Our new campaign is a testament to our philosophy of ‘Inspired Living’ where we are trying to defy the unequal norms created in the society.”
The short film, conceptualized and created in collaboration with Famous Innovations was released on 08 March 2020 across all leading social media platforms.
Haier has always been at the forefront of displaying originality and innovation in its overall conceptualization and communication, through such campaigns. Following the core brand philosophy of ‘Inspired Living’, Haier derives inspiration from listening to the needs of the society to create solutions that are made for Indian consumers – to make their lives better.
Watch the video here.
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
Established in 1984, Haier Group is a world-leading provider of solutions to better life. Focusing on user experience, Haier has been included on the list of BrandZ™ Top 100 Most Valuable Global Brands for two consecutive years as the world’s first and only IoT ecosystem brand. Haier has topped Global Major Appliances Brand Rankings by Euromonitor International for 12 consecutive years. Its subsidiary Haier Smart Home is among the list of Global 500 of Fortune. To date, Haier Group owns three listed companies, has seven global brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy. It has successfully incubated 5 unicorn companies and 37 gazelle companies. Moreover, Haier has established 10+N open innovation systems, 28 industrial parks, 122 manufacturing centers and nearly 240,000 sales networks around the globe, it has gone deep into 160 countries and regions globally, serving more than 1 billion users’ families. (Data as of January 2021)Haier Group is committed to working with its world-class ecosystem partners to continuously build premium brand, scenario brand and ecosystem brand, and to set up IoT ecosystems in clothing, food, accommodation, travel, health, elderly care, biomedicine and education, and to tailor personalized smart life for users around the globe.
*According to the Euromonitor ranking 2021
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