New Delhi, Delhi, India-April-17- Haier, one of the largest Home Appliances & Consumer Electronics brands worldwide and world’s No.1* brand in major appliances for six consecutive years, has kicked off their new television commercial campaign for the award winning Haier Bottom Mounted Refrigerators. The new TVC promotes the BMR range as the ideal home appliances for modern contemporary women of today who efficiently manage different roles in their lives.
Premiering on April 17, 2015 across leading English & Hindi entertainment, lifestyle, movie and news channels as well as Regional language channels, the television commercial is a reiteration of Haier’s existing ‘Jhukna Mat’ brand campaign for its Bottom Mounted Refrigerators, on the belief to eliminate the need to bend unnecessarily to access the more frequently used items in the refrigerator. It further reinforces the brand promise of delivering solutions to complement the lifestyles of the internet generation of today, which is fast paced and need technology on their fingertips.
The TVC revolves around a day in the life of a modern contemporary urban woman and highlights slices of her life where she doesn’t mind bending for celebrations, traditions, devotion, etc., but she doesn’t need to bend for something that should offer convenience to her, like a refrigerator.
Commenting on the new TVC, Ms. Shanta Roy Sanjeev, Head, Marketing, Haier India said, “At Haier, we constantly listen to our customers to understand their evolving lifestyles and create smart products that help in complementing and improving their lives. Haier Bottom Mounted refrigerator is a concept that the company pioneered in 2006 and since then has innovated and improvised on its design, making it more user friendly and a perfect kitchen appliance for the urban contemporary Indian families of today. The new TVC is a re-iteration of our existing ‘Jhukna Mat’ campaign, which further strengthens our belief to make today’s women more empowered and capable to manage their house chores with smart solutions.”
Mr. Rajesh Kochhar, Executive Vice President - North, TBWA\India said, “When the product is based on a consumer insight, the job of communication becomes ridiculously easy. The Bottom Mounted Refrigerator from Haier meets a specific customer need; solves a problem that every Indian woman faces every day in their lives. It is the answer to a question that they themselves have never asked – why should I bend down every single time I use my refrigerator? All the commercial does is dramatize this benefit, clearly.”
Haier Bottom Mounted Refrigerator has recently been awarded the ‘Product of the Year’ award in the refrigerator category in India.
Click here for an exclusive preview of the new TVC by Haier India.
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About Haier India
Haier India is a 100 percent subsidiary of Haier Group, which is one of the fastest growing consumer durables companies in the world. Haier is world’s no. 1 brand of Major Appliances* for the 5th consecutive year, as per Euromonitor. Haier is also world’s no.1 brand in Refrigeration appliances, Home Laundry appliances, Freezer and Wine Chillers. The company initiated its commercial operations in January 2004. It offers a wide range of products in all of 7 categories like Panels (LED/LCD TV’s), Water Heaters, Refrigerators, Wine Cellars, Washing Machines, Water Heaters and Deep Freezers. Every Haier product stemmed from innovation and technology and has been inspired and designed keeping the day-to-day customer needs in mind. Haier has its manufacturing facility at Ranjangaon in Pune district of Maharashtra, which has capability to manufacture Refrigerators, CTVs and Washing Machines. Haier is upgrading the new facility with state-of-the-art equipment' to create a Research & Development facility for refrigerators. Haier is known for introducing innovative products in the country and is best remembered for its revolutionary Bottom Mount Refrigerators, launched for the first time in India followed by the patented Double Drive technology in Washing Machines. LCDs with motion gaming technology, Washing machines with NZP (Near Zero Pressure) technology, 3 door refrigerators with smart convertible space, Water heaters with music functions are examples of continuous innovation at Haier for the Indian market.
About Haier Group
The Haier group was set up in 1984 in Qingdao, China. In just over two decades as per Euromonitor Statistics of 2003, Haier was ranked as the 2nd largest Home Appliances brand in the world. According to Euromonitor statistics of 2008, Haier branded Refrigerators have been ranked as number 1 worldwide. The group has emerged as a top multinational, manufacturing a wide range of home appliances and consumer electronics products with 15 Industrial Parks globally including USA, Europe, Middle East, Africa, and South Asia other than its robust presence in China. Haier’s revenues have shot up fourfold since 2000 with an annual Group turnover of 180.3 billion yuan, US $ 29.5 billion. Haier has 24 industrial parks, 5 R&D centers, 66 trading companies, 143330 sales outlets and more than 70,000 employees around the world. The product range comprises of over 15,100 models in 96 categories. Continuous innovation is the soul of Haier’s corporate culture. Haier has been widely recognized as a leader of nine products in terms of domestic market shares and the 3rd player of three products in the world market and world-class company in the fields of home integration, network appliances, digital and large scale integrated circuits and new materials. Haier has long attached significance to innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier and clients. Haier has currently obtained more than 7,000 patented technology certificates and 589 software intellectual property rights. Haier has hosted and taken part in modification of about 100 technological standards. Haier technology of safe care water heaters and dual drive washing machines has been proposed to the IEC Criteria.
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