Haier celebrates diverse families for its new washing machine

Haier's new washing machine - the Haier Duo - comes with two drums and a variety of settings for each wash. The brand has brought this alive with a quirky TVC that draws a parallel between the nature of Indian families and the features of the product. No two members in a family are alike, the film says, and therefore their clothes need to be treated differently too. The film has been conceptualised by Famous Innovations and directed by Sukriti Tyagi, Soda Films. 

Raj Kamble

Commenting on the same, Raj Kamble, Founder and CCO, Famous Innovations, said, "The single-minded product proposition of simultaneous wash was gave us clear direction to leapfrog into creative. Our campaign rides on the insight that each family is made of all kinds of different people, with different interests, habits, personalities and therefore different needs when it comes to washing clothes. We have brought alive this insight in a slightly exaggerated, endearing way that will hopefully bring a smile to any viewer’s face."

Eric Braganza, president, Haier India, added, “With the core focus on customer inspired innovation and incorporating customer feedback in all innovations, we pioneered the concept of double drum washing machine, to add that extra bit of convenience in the lives of the consumers. Supporting two individually operational drums in a single machine, the effort is to cater to the multiple washing needs of a family with one single appliance. The TVC based on this concept, aims to strengthen our consumer connect with contemporary Indian families. Further, with the festive feel in the air, we want to be a part of our consumer’s celebrations and double their festivities with all our luring offers and new product line up.”

The film is being supported by print, outdoor and digital initiatives.

The TVC:

Credits:

Client: Haier

Agency: Famous Innovations

Director: Sukriti Tyagi

Production House: Soda Films

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