Haier kare 'Ulte ko seedha'

Conceptualised by Famous Innovations, the campaign narrates how things get on track with Haier's new Bottom-Mounted Refrigerator range

BestMediaInfo Bureau | Mumbai | October 21, 2016

Click on the Image to watch the TVC.

Haier, a home appliances and consumer electronics brand, is kick-starting its festive celebrations with the launch of its new television commercial campaign for the award-winning Bottom-Mounted Refrigerator (BMR) range. The new TVC focuses on the user benefits of having a BMR in the household to make the housemaker's life easy and convenient. Along with the new TVC, Haier India is also introducing its 'AAA' festive campaign with a slew of attractive consumer offers. Haier partnered with Famous Innovations to make this TVC.

The new commercial premiered from the first week of October across all metro cities and will be telecast on 39 channels in five languages – Hindi, Tamil, Bengali, Kannada and Marathi. The film is based on the narrative 'Ulte ko Seedha' (straighten the reversal), which means making the small inconvenient things in life convenient.

The campaign begins with a man entering his house from office. He asked his wife about the new refrigerator. The man says but this seems to have reverse compartments. The wife says yes the refrigerator has arrived and in fact it has become straight now, and asks him to continue eating out. The food she cooks will be kept on top till the time he eats it. The campaign ends with a voiceover saying Haiers' BMR has come to straighten the reverse refrigerators.

Eric Braganza, President, Haier India, said, “Since 2006, the brand has constantly innovated to pioneer the concept of Bottom-Mounted Refrigerators in India to provide an increased convenience to our users. As we enter the most exciting time of the year amidst festivities and happiness, we want to generate top-of-mind recall with our consumers who are considering upgrade or purchase of a new home appliance that is high on utility. Building a stronger connection with our consumers is essential to Haier's brand strategy. With our new TVC 'Ulte ko seedha', we aim to re-iterate the benefits of using a Bottom-Mounted Refrigerator and are a part of their celebrations.”

Shahnawaz Qadeer, Creative Director, Famous Innovations, said, “Our brief was to highlight the convenience of the new Haier-Bottom Mounted Refrigerator. The film revolves around a common everyday struggle between a husband and wife. We have used a slice of life parallel to demonstrate that refrigerators have now got their priorities right, while husbands continue to stay the same.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/10/Haier.jpg

Credits:

Agency: Famous Innovations

CCO: Raj Kamble

Creative: Shahnawz Qadeer and Sandesh Gaikwad

Film Head: Deepti Jha

Client Servicing: Avinash Shenoy, Kiran Nandawani & Payal Gugle

Film Executive: Akshay Kamble

Production House: CodeRed Films

Director: Gajaraj Rao

Info@BestMediaInfo.com

Info@BestMediaInfo.com