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Jhukna mana hai, insists Haier

Conceptualised by TBWA\India, the new TVC, which premieres today, further strengthens the brand's core philosophy of 'Jhukna Mat' for its Bottom Mounted Refrigerators

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Jhukna mana hai, insists Haier

Jhukna mana hai, insists Haier

Conceptualised by TBWA\India, the new TVC, which premieres today, further strengthens the brand's core philosophy of 'Jhukna Mat' for its Bottom Mounted Refrigerators

Bestmediainfo Bureau | Mumbai | April 17, 2015

Haier-TVC Click on the image to watch the TVC.

Haier India has rolled out a new TVC for its Bottom Mounted Refrigerators (BMR), which promotes the range as the ideal home appliance for modern women, who efficiently manage multiple roles.

The TVC, which premieres on April 17, 2015 across leading English and Hindi entertainment, lifestyle, movie and news channels as well as regional language channels, 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 needs technology on their fingertips.

The TVC revolves around a day in the life of a modern 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, 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 reiteration of our existing 'Jhukna Mat' campaign, which further strengthens our belief to make today's women more empowered and capable to manage their household chores with smart solutions.”

Rajesh Kochhar, Executive Vice-President - North, TBWA\India, added here, “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 dramatise this benefit, clearly.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative:

?Sourabh Mookherjee, Creative Director (copy)

?Rattan Makkar, Group Head (Art)

Swati Subramanian, Copywriter

Account Management:

Rajesh Kochhar, Executive Vice-President

Kapil Vohra, Senior Vice-President – North

Director of the film: Veneet Bagga

Production House: Onions Creative Media

Producer: Ashish Bhatia

Executive Producer: Harshvardhan

Music: Donn Bhatt

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