A new commercial by Arms Crestra for the range of Haier washing machines uses brand ambassador John Abraham for what he does very well.
In the TVC, Abraham gets mobbed by a bunch of female fans as he steps out of the elevator at his home, as a result of which his white T-shirt gets marks on it. He instantly takes it off and puts it in his Haier frontloading washing machine when he gets home, but decides against throwing in his jeans as well. The T-shirt comes out clean in a jiff; the disappointed female fans who’re watching from a neighbouring apartment decide to dirty his jeans the next day.
Debashis Bose, managing director and chief executive officer of Arms Crestra Communications, said, “Haier is a young and contemporary premium brand which caters to the needs and aspirations of young home-makers. Every Haier product is inspired by them, their wants and their lifestyles – it’s a brand philosophy called ‘Inspired Living’.The communication objective was to create awareness of Haier’s stylish and premium washing machines and the fact that its No 1 in the world in the category of washing machines.”
The creative idea was that Haier’s Washing Machines have an inimitable style and expertise that complements John’s sexiness and good looks. “We wanted to associate John with the brand in a interesting manner. What we have is an idea that is definitely very entertaining and breaks the clutter,” he added.
Shanta Roy Sanjeev, head of marketing, Haier Appliances India, said, “We are targeting high end consumers through this communication. The idea is quite a naughty thought woven around something people have seen often like John being chased by female fans. We debated on it quite a bit and finally thought it could be a differentiator in the market and could bring in recall value.”
Watch the TVC
Creative Agency: Arms Crestra
TVC Creative Team: Debashis Bose, Sangeeta Sen
Print Creative Team: Siddhartha Srivastava, Rajorshi Das, Ashok Deval
Account Management: Ahona Ghosh Choudhary, Amit Sharma
Production Company: Virtual Reality
Director: Kunal Shivdasani