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Haier India salutes Indian sportswomen’s dedication amid unimaginable challenges

Conceptualised in collaboration with Famous Innovations, the TVC highlights the achievements of India’s sportswomen. Titled ‘Silent Performers’, it showcases Haier’s latest Direct Motion motor washing machine range

Click on the Image to watch the TVC.

Haier, the home appliances and consumer electronics brand, has launched a TVC based on the recently launched Direct Motion Washing Machine in India.

The new TVC, titled ‘Silent Performers’, highlights Haier’s long-standing relationship with the Indian consumers and the brand’s focus towards revealing new technologies. Through the lives of India’s leading sportswomen — Dipa Karmakar (artistic gymnast, Olympian, Khel Ratna Awardee), Hima Das (sprint runner, Arjuna Awardee) and Simranjit Kaur (Indian boxer), the television commercial tends to find common ground among Haier’s and the sportswomen’s dedication towards striving for perfection while following their passion despite unimaginable challenges and making a mark for themselves in their respective fields.

The TVC, conceptualised and created in collaboration with Famous Innovations, will run across all leading TV channels across genres such as general entertainment, movies, news, etc. For a wider reach, the TVC will be aired in regional channels in languages such as Punjabi, Bengali, Marathi, Tamil, Telugu, Malayalam Kannada, Oriya and Hindi. The brand would also be promoting the campaign through print and digital mediums across India.

Haier’s latest super silent Washing Machine is an addition to the company’s innovative products that are designed to make the consumers’ lives easy. The Direct Motion Motor integrated into the new front load washing machine range allows for reduced vibrations and low noise level. Haier has also integrated Dual Spray and Anti-Bacterial Technology for a smarter, better and an effective laundry experience for the Indian customers.

Considering energy conservation as everyone’s responsibility for a more sustainable lifestyle, both the models are equipped with A+++ energy efficiency rating. The state-of-the-art washing machines are available with 8 and 10 kg capacity and come with a three-year comprehensive warranty and lifetime exclusive warranty on the motor.

The TVC showcases an endearing relationship between sports stars Dipa Karmakar, Hima Das, Simranjit Kaur and Haier’s philosophy of performing silently while becoming an inspiration for many without any immediate recognition. The story unfolds with the athletes devoid of media and people’s attention despite their impeccable achievements but, remain strongly focused on the pursuit of their goals and passions. The film shines the spotlight on the laurels and pride they have brought for India on the international platform as ‘Silent Performers’ through their commitment and hard work while creatively amalgamating with Haier’s inclination towards delivering to their promises since its inception in India. The brand’s philosophy of ‘Inspired Living’ coincides with the riveting stories of these sportspersons who inspired many.

Highlighting the features of the new Haier Washing Machine, the commercial highlights its super silent and other innovative functions that makes it a one-of-its-kind in the competitive home appliances industry.

N.S. Satish, Senior Vice-President, Sales and Marketing at Haier Appliances India, said, “At Haier, we constantly understand the needs and evolving lifestyle of our consumers. The new Haier Washing Machine series is an innovative solution designed for customers that promises durability while making their lives easier and efficient. The TVC is created to highlight the achievements of our leading sportswomen who have brought so much pride to all Indians. It also tends to strongly connect with our customers and build a strong brand recall with them.”

Raj Kamble

Raj Kamble, Founder and CCO, Famous Innovations, said, “We were working with a very simple yet innovative product — a washing machine that does what it does in the most efficient and silent way possible — and wanted to highlight this feature in a creative and an engaging way. Given how interesting the product was, we thought of creating a film that highlights the achievements of some of the strong personalities in our sports industry today who have silently strived for perfection in their respective fields and, hence, inspired everyone around them. The film showcases the riveting lives of India’s leading sportswomen who, despite unimaginable challenges, achieved their goals and made impeccable records at the global stage.”



Client: Haier

Senior Vice-President, Sales and Marketing at Haier Appliances India: N.S. Satish

Agency: Famous Innovations

Founder and CCO, Famous Innovations: Raj Kamble

Production House: Caffeine

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