Call for entries open for BuzzInContent Awards 2020 Enter Now

Best Media Info

Editor’s Picks
Cannes Lions 2019

Guest Times

Haier celebrates ‘Inspired Living’

Conceptualised by Cresta, new TVC titled ‘Inspired By You’ pays tribute to consumers who have inspired many technological and innovative advances offered by the brand

BestMediaInfo Bureau | Delhi | April 18, 2013

Haier has unveiled its new television commercial ‘Inspired By You’ to re-emphasise the brand’s philosophy and commitment for technology in innovation, ‘Inspired Living’. The TVC is built around the idea that Haier products are inspired by its users and mirrors their values and convictions to bring in convenience in their day to day life.

The TVC went on air from March 29, 2013 in primetime on national and regional networks across top 30 channels including GECs, movies, news, lifestyle and major regional channels.

The core idea of the campaign is that a man works hard so he can provide only the best to his family. He spends time with his family helping them solve their problems, taking care of them, while his wife takes care of him. The whole feeling is of brightness and positivity. The warmth of relationships is evident in the emotions of the three generations living together.

Shanta Roy Sanjeev, Head - Marketing, Haier India, said, “This tribute is part of reiterating our belief in innovation in technology and inspired living. The campaign highlights the brand’s positioning in the mid and high-end segment with innovations for better living customised to the needs of the Indian consumer.”

Haier recently launched an array of 79 products in India and announced a growth of 36 per cent in 2012. With the launch of the new TVC, Haier continues to build connect with the target audience, and strengthen its position as a brand that is “Inspired by you”.

Designed by Crestra Communication, under the direction of Debashish Bose and Sangeeta Sen, this TVC is designed in a very subtle and relaxing mood to narrate the importance of innovation keeping in mind the changing lifestyles of Indian consumers.

“Haier is a unique brand that is inspired by customer needs in designing its products. So the entire theme of the script is strung around the soundtrack ‘Inspired By You’ and about how the brand mirrors the user’s values and convictions,” said Debashis Bose of Crestra.

“The story is all about a relaxed weekend in a close-knit family and revolves around the caring father who wants only the best for his loved ones. We wanted to evoke the easy, happy moments that are possible when you know that you can trust Haier to make your home safe and efficient,” added Cresta’s Sangeeta Sen.

The TVC:



Haier Client Team: Shanta Roy, AmitTomar

Agency: Cresta

Creative Team: Sangeeta Sen, Debashis Bose

Art: Siddhartha Srivastava

Account Management: Amit Sharma

Production: Shruti & Kunal (Greenleaf Entertainment)

Director: Shekhar Kamble

Music: Rahul Bhatt

Post a Comment