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Taking Its Sport-O-Tainment Strategy A Notch Higher, Haier India Re-Enters The IPL Arena As The Digital Streaming Sponsor

03-21 2024

-  Last year, Haier India achieved notable success in connecting with consumers with its partnership, as JioCinema recorded 44.9 crore viewers experiencing the sporting event

-  In line with its digital-first marketing strategy of ‘Sport-O-tainment’, Haier India has been consistently exploring disruptive marketing channels to engage with the premium audience


New Delhi, March 2024: Haier Appliances India, the No.1 global major appliances brand for 15 consecutive years, has announced its partnership with JioCinema as the Digital Streaming Sponsor for the upcoming TATA Indian Premier League (IPL) 2024. Building on last season's success, the brand re-enters this partnership to inspire and empower customers with an immersive viewing experience. 

IPL stands as a pinnacle among cricket tournaments, drawing immense excitement every year while uniting millions of viewers across the nation. Recognizing the opportunity IPL presents, Haier in India aims to deepen its connection with millions of cricket enthusiasts and fans by strategically integrating into the digital landscape. Driven by the youth and leveraging new-age marketing strategies, the Haier India is focused on high-impact sports marketing to strengthen customer connections, build brand awareness, enhance brand loyalty, and drive business growth in the Indian market. 

Commenting on the partnership, Mr. NS Satish, President, Haier Appliances India, said "Cricket is not just a sport in India; it is an integral part of our cultural fabric that echoes the same fervour as festivals. At Haier India, keeping the consumer at the core of our operations is paramount, and our partnership with JioCinema for the second consecutive year as the Digital Streaming Partner for IPL 2024 is a testament to this commitment. Believing in the power of genuine interactions, we see IPL as an unparalleled opportunity to engage meaningfully with audiences. As the most celebrated sporting event that has the power to unite millions across the country, we are elated to be part of IPL 2024 and celebrate with the entire nation. The league has a huge fan base not just in India, but across the world, and we are confident this partnership will help Haier captivate a larger audience mind share”.

In line with its sport-o-tainment marketing strategy, Haier has been deepening its consumer connections by investing in top sporting events like Roland-Garros, ATP, FTF and ICC Men's Cricket World Cup 2023, amongst others. Through its association with JioCinema for IPL 2024, Haier India is geared up to showcase its wide range of customer-inspired innovations highlighting the brand’s commitment to leveraging technology and innovation.

With a focus on establishing a strong connection with Indian audience, Haier has embraced a digital-first approach and is working on developing unconventional, edgy, and product innovation centric campaigns. This ethos is exemplified by the unveiling of three new ads by Haier India, which highlight the brand's latest state-of-the-art customer-inspired innovations including Colourful Glass Door Refrigerators, Heavy-Duty Air Conditioners with Hexa Invertor Technology and a diverse range of OLED & QLED televisions powered by Google TV. To amplify the excitement surrounding IPL and elevate its brand allure, Haier's latest ads burst with vibrant colors and catchy tunes, promising an immersive and electrifying experience!


Established in 2003 in India, Haier Appliances India Private Limited (Haier India), is a subsidiary of Haier Singapore Investment Holding Pte. Ltd. which is the world’s leading provider of solutions for a better life. Headquartered in Greater Noida, Haier India is one of the leading brands in home appliances & consumer electronics in the country and the World’s Number 1 Brand in major appliances for 15 consecutive years. Driven by the brand purpose of ‘Inspired Living', Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India’ and ‘Make for India’ philosophy. With almost two decades of expertise in product innovation, Haier has a vast distribution network across the country along with two state-of-the-art manufacturing facilities in Pune and Greater Noida. Backed by superior technology and customer centricity, the product portfolio ranges from refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, and microwave ovens to kitchen appliances, with a special focus on Indian consumer demands. 


Established in 1984, Haier Group is a world-leading provider of solutions for a better life. Focusing on user experience, Haier has been included on the list of BrandZ Top 100 Most Valuable Global Brands for three consecutive years as the world’s first and only IoT ecosystem brand. Haier has topped Global Major Appliances Brand Rankings by Euromonitor International for 14 consecutive years. Its subsidiary Haier Smart Home is among the list of Global 500 of Fortune. To date, Haier Group owns three listed companies and has seven global premium brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, and the world's first scenario brand THREE WINGED BIRD, built the world's leading industrial Internet platform COSMOPlat. It has successfully incubated 5 unicorn companies and 90 gazelle companies. Moreover, Haier has deployed 10+N innovation ecosystems, 29 industrial parks, 122 manufacturing centers, and nearly 240,000 sales networks, reaching 160 countries and regions and serving 1 billion + user families around the world.

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 to tailor personalized smart life for users around the globe.