In its TVC, consumer durables company Haier showcases its entire product portfolio. Titled ‘Inspired by you’, the commercial features Haier's refrigerators, geysers, washing machines, microwaves, and air conditioners, with the message that Haier products can be woven into homes seamlessly.
The TVC has been created by Cresta Communications. It went on air on national and regional GECs, besides movie, news, and lifestyle channels, on 29 March.
The TVC revolves around a family and how Haier products help the home maker cater to household chores effortlessly. The commercial opens with the lady of the house handing out a newspaper to her husband thereby replacing the laptop. She then opens the Haier refrigerator and serves him orange juice. She washes her son’s soiled T-shirt in the Haier washing machine next. The family then enjoys a hot shower with the help of Haier geyser. The lady uses the Haier microwave and serves delicious food to the family thereafter. She switches on the air conditioner to comfort her mother-in-law. In the end, the family sits on the couch, in front of a television set, and the kids enjoy 3D content on a Haier high-end television.
On the new TVC, Shanta Roy Sanjeev, head-marketing, Haier India, said, “The campaign is focused on highlighting the brand’s positioning in the mid and high-end segment market, innovation for better living customised to the needs of the Indian consumer and finally our brand belief to give the best to its consumers.”
“Haier is a unique brand that is inspired by customer needs in designing its products. So the entire theme of the script is strung around the soundtrack ‘Inspired By You’ and about how the brand mirrors the user’s values and convictions”, explained Debashis Bose, MD and CEO, Cresta Communications.
“The story is all about a relaxed weekend in a close-knit family and revolves around the caring father who wants only the best for his loved ones. We wanted to evoke the easy, happy moments that are possible when you know that you can trust Haier to make your home safe and efficient,” added Sangeeta Sen, co-promoter, Cresta Communications.
Creative agency: Cresta Communications