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Haier India Launches New Television Commercial

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, TBWAIndia 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.


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