Conceived by Crestra Communication, the campaign retains its brand positioning 'Jhukna Mat'; watch the TVC here
BestMediaInfo Bureau | Delhi | March 20, 2012
Haier, one of the largest Home Appliances & Consumer Electronics brand, worldwide, and the Global No.1 in Refrigeration Appliances, announced the launch of a new brand campaign- 'Jhukna Mat' for its Bottom Mount Refrigerator Series, featuring Haier's brand ambassador John Abraham. The campaign is created by Crestra Communication Private Limited and produced by John Abraham Entertainment Private Limited.
The TVC flows with Haier India's brand ambassador, John Abraham, in a shopping mall assisting a pregnant lady and an aged woman while they bend down to reach the lower shelves in a grocery store. The TVC goes on with the saying 'Jhukna Mat', highlighting the health benefits of not bending.
This closes on with the features of Bottom Mount Refrigerator, with OptiCool technology that retains the nutritional, freshness value of the fruits and vegetables for 5 times longer than a normal refrigerator.
Speaking on the launch of new campaign, Shanta Roy Sanjeev, Head- Marketing, Haier India said, “Haier as a brand focuses on introducing innovative and consumer friendly products in household product categories. In line with our global brand theme of Ecolife, Haier brings to the consumers a host of refrigerators that offer an Ecofresh life. Our Bottom Mounted Refrigerators (BMR), is one of the innovations Haier introduced in India. 'Jhukna Mat' has been the base line for HaierBMRs from the beginning that highlights the health issues related to back with too much of bending. Keeping in line with the brand promise of 'Inspired Living,' we will continue to bring consumer oriented products, making their life better, enjoyable and joyous.”
Speaking on the creative, Debashis Bose, MD & CEO, Crestra Communication said, “Haier is a unique brand that is inspired by customer needs in designing its products. Haier's innovative Bottom Mounted Refrigerator is a perfect example of this philosophy. We at Crestra wanted to bring home the functional benefits of not having to frequently bend to access fruits and vegetables as in conventional refrigerators – through an emotional response evoked by caring for the lady-of-the-house. This has been rendered in an easy and simple manner through John Abraham – Haier's brand ambassador exhorting a pregnant woman and an elderly lady “Jhukna Mat” during encounters in a supermarket. Further, the Haier's EcoLife theme and EcoFresh proposition has been brought to life by highlighting cutting edge technologies that keep food fresh longer and also protect the environment.”
The TVC:
Credits:
Creative Agency: Crestra Communication Private Limited
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