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Haier India urges people to stay on top of their health in its new TV commercial for Air Conditioners

04-13 2021

Haier AC Film 3-1

  • With the recurrence of the pandemic this summer, adopting a healthier lifestyle has become a priority for Indians

  • Haier’s latest innovation in UV Clean Pro Air Conditioner ensures clean and breathable air for healthier lungs

  • Titled “Mushkil vs Aasaan” the new TVC campaign focuses on empowering people to make personalized healthier choices this summer

    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 based on the recently introduced UVClean Pro Air Conditioner {HSU18F-UVSW4B (INV)} for healthy air.

The new TVC titled “Mushkil Vs Aasaan” highlights Haier’s continuous bid towards ensuring a healthier environment for its customers through the latest innovations. With the rising threat of air pollution, aggravating the coronavirus disease, clean and healthy air has become a necessity and not a luxury in today’s scenario. Haier India’s new campaign for its UV Clean Pro Air Conditioner focuses on the need for cleaner air and healthier lungs even when people are locked in their homes due to the resurgence of the pandemic, this summer. 

The TVC, conceptualized and created in collaboration with Zero Zero Creative Solutions will premiere on 13th April 2021 across all leading TV channels and genres like general entertainment, movies, news, etc. The brand will also be promoting the campaign through print and online media.

Storyboard: The new TVC is a reflection of how Haier is striving towards ensuring a better and healthy lifestyle for its consumers through the latest innovations in its products. Led by 3 commercials, the TVC showcases a friendly relationship between a middle-aged uncle (played by the well-known theatre and television actor, Gopal Datt) and his young nephew. The scenes of the commercial portray Gopal Datt as a hypochondriac uncle who is desperately trying to keep his lungs healthy by doing all sorts of complicated exercises and ends up looking inadvertently funny in front of his nephew. While the nephew notices his uncle breathing in a weird manner and struggling towards keeping his lungs healthier, he simply switches on Haier’s new UV Clean Pro Inverter Air Conditioner to achieve the same result. This game of one-upmanship between the hypochondriac uncle and his cool nephew is creatively showcased with their two opposing "mushkil vs aasaan" ways to keep lungs healthy this summer.

Haier AC Film 2-1

Haier AC Film 1-2

Highlighting the features of the new Haier inverter AC, the commercial highlights Haier’s iconic Self-Clean Technology along with UVC Sterilization which will allow the consumers to breathe in clean and virus-free air. The newly launched Air Conditioner eliminates all the airborne pollutants without leaving any harmful chemicals or residues behind. Equipped with built-in LED UV light, the air conditioner kills airborne hazards when the air circulates from the air inlet thereby delivering healthy air to the surroundings.

Commenting on the initiative, Mr. Satish NS, Senior VP, Sales and Marketing, Haier Appliances India said, “Innovation and creativity have always been part of Haier’s DNA and it reflects in our campaigns. The idea behind this TVC is to establish a unique connection with our consumers and highlight the importance of clean air inside homes especially in these challenging times of the pandemic. Health behind doors has become a crucial matter and all our consumers are striving to choose products that help them stay healthy. Our latest range of inverter ACs is packed with such latest innovations that ensure clean and healthy air inside our customer’s homes.”

Talking about the new TVC, Mr. Kumar Subramaniam, Director, Zero Zero Creative Solutions Pvt. Ltd said, “Our advertising campaign builds on the clean air legacy of Haier ACs and its particular relevance in these times. The campaign takes off on the insight that people go to extraordinary lengths to keep their lungs healthy. And some of the things that they do in their attempts to keep breathing healthy air sometimes border on the farcical. Our ads dramatize this in a way that would resonate strongly with consumers.”

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.

Catch the exclusive preview of the new TVC by Haier India here – film 1, film 2 & film 3

Agency - Zero Zero Creative Solutions Pvt. Ltd.

Production House - Yellow Lifafa Studios Pvt. Ltd.

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

MEDIA CONTACT: For more information, please contact:

Shiraz Khalid I shiraz.khalid@2020msl.com 

Anushree Sahay | anushree.sahay@2020msl.com 

Aishwarya Adarsh |Aishwarya.adarsh@2020msl.com 


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