Haier India introduces a witty ‘Scientist Vs Consumer’ campaign based on its Bottom Mounted Refrigerators highlighting the latest ‘14-in-1’ Magic Convertible feature
The TVC tends to highlight how different foods have different temperature requirements enabling one to maximize on the nutrient values of the food
Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 12 Consecutive Years*, today announced the launch of its latest TVC campaign based on the recently introduced new range of Magic Convertible Big Bottom Mounted Refrigerators.
The ‘Scientist Vs Consumer’ TVCs highlight Haier’s continuous improvisation towards ensuring optimal health for its customers through the latest innovations. Conceptualized and created in collaboration with Famous Innovations, the TVC will premiere on 16th April 2021 across all leading TV channels and genres like general, sports, entertainment, movies, news, etc. The brand with its 360-degree marketing strategy will also be promoting the campaign through print and online media. In today’s climatic conditions, different foods have different temperature requirements for storage, and even though the ideal temperatures for different foods may vary by only a few degrees, the difference can make a huge impact on flavor, freshness, and texture. Keeping this in mind, Haier presented a Magic Convertible feature in its BMR range that equips the consumer with 14 modes to execute precise temperature control from +9⁰ C to -24⁰ C to store a wide variety of food items at a favorable temperature. The refrigerator not only retains the freshness and nutrition of food for a longer duration but also helps in energy savings with its 3 and 4-star energy ratings.
Storyboard: The new TVC is a reflection of how Haier strives towards a better and healthy lifestyle for its consumers through constant innovation in its products. Led by 3 commercials, the TVCs showcase a scientist popping out of nowhere, trying to offer unsolicited advice to women as they go about their day picking fresh groceries to stock in their refrigerators. As the scientist attempts to give gyaan/knowledge about retaining the freshness of these groceries, the commercials then showcase that the women are already two steps ahead, thanks to Haier’s Magic Convertible innovation. Viewers see the woman in three different scenarios - buying fresh produce at the flea market, unloading groceries from her car trunk, and carrying the vegetables home in the lift while being accosted by the scientist. Highlighting the features of the new Haier Big Bottom Mounted Refrigerators, the TVCs stress the importance of temperature setting in a refrigerator. The films intend to highlight Haier’s cutting-edge 14-in-1 Magic Convertible technology, and how the temperature setting problem is tackled efficiently with just a turn of a knob.
Commenting on the campaign, Mr. Satish NS, Senior VP, Sales and Marketing, Haier Appliances India said, “At Haier India, we always believe in keeping innovation and creativity at the forefront as we think on behalf of our consumers and our vision is to constantly delight them. This new TVC captures the light-heartedness of the sometimes-unsolicited advice that consumers receive. With our industry-first innovation, we wanted to keep it simple by making advanced technology easy to operate for the everyday consumer - just at the turn of a knob. With this campaign, we want to ensure that consumers eat healthy, nutritious food, no matter what the outside temperature is and our new range of the Big Bottom Mounted Refrigerators will deliver them that and more.”
Talking about the new TVC, Mr. Raj Kamble, Founder & CCO, Famous Innovation said, “The idea we have is that today’s homemaker is smarter and always up-to-date with the latest technology for their homes. The campaign raises the question of why ice cream, chicken, and fish should be stored at the same temperature. Haier’s new 14-in-1 Magic Convertible is created keeping in mind that every product deserves the right temperature.”
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 and upgrade their homes to smart.
Catch the exclusive preview of the new TVC by Haier India here – film 1, film 2, and film 3.
Agency: Famous Innovations
Production House: Tubelight Films
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 their 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.
Established in 1984, Haier Group is a world-leading provider of solutions to a 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 a 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 tailor personalized smart life for users around the globe.
*According to the Euromonitor ranking 2021
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