Reiterating its brand positioning, ‘Inspired Living’, Haier has rolled out a new thematic campaign to promote its entire range of consumer durable products.
“In the last few years, Haier’s brand philosophy was expressed only through individual products – largely refrigerators,” explained Debashis Bose, MD and CEO, Arms Crestra Communications. “However, when we came on board six months ago, we decided to create a theme communication that centred on brand values and personality; and brought-out the meaning of the brand philosophy ‘Inspired Living’ in an evocative and inspiring way. This was in-line with Haier’s aggressive plans for 2010-11.”
According to Bose, the creative concept is built around the insight that Haier customers are the real celebrities for the company – because every Haier product is inspired by them, their needs and their lifestyles. The creative idea was to express this through a rock concert which celebrates Haier customers; attended by an audience that has a high incidence of Haier fans and users. “Our target audience is primarily youngsters who have a contemporary/ fast paced lifestyle and also the purchasing power to buy Haier’s premium products,” said Shanta Roy, head marketing, Haier India. “Haier is a young fast moving premium brand which caters to the need of consumers and understands the need of the consumers and works backward in developing products which make a difference in the life of the consumers. We call it ‘Inspired Living’.”
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The central theme of the creative is expressed through the chant: ‘You Inspire Us’. The 45-second theme song rendered in both English and Hindi is set to a foot-tapping rhythm and aims to target younger consumers who form the core target audience for Haier.
Debashis Bose and Sangeeta Sen of Arms Crestra are creative leads on this project. The film has been directed by Kunal Shivdasani and produced by Virtual Reality. The singer featured in the TVC is Uday Benegal of Indus Creed fame.
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