Haier India challenges the food scientist’s unsolicited advice

Watch the films conceptualised by Famous Innovation here

Apr 21, 2021 01:22:00 PM | Video | Campaign India Team

Haier has launched a three-film TVC campaign, based on its newly introduced range of ‘magic convertible big bottom mounted refrigerators’. Conceptualised by Famous Innovation, the films highlight the product's ability to keep food fresh due to its different  temperature settings.
The films showcase a dialogue between a scientist and a consumer, wherein the former calls out the latter by lecturing them about what could happen to food products, if not kept at the right temperature. The consumers then shut off the scientist, since they own the Haier refrigerator which adapts to different temperatures of cooling. 
Satish NS, senior VP, sales and marketing, Haier Appliances India said, “At Haier India, we always believe in keeping innovation and creativity at the forefront, as we think on behalf of our consumers and our vision is to constantly delight them. This new TVC captures the light-heartedness of the sometimes-unsolicited advice that consumers receive. With our industry-first innovation, we wanted to keep it simple by making advanced technology easy to operate for the everyday consumer - just at the turn of a knob. With this campaign, we want to ensure that consumers eat healthy, nutritious food, no matter what the outside temperature is and our new range of the big bottom mounted refrigerators delivers them that and more.”
Raj Kamble, founder and CCO, Famous Innovation said, “The idea we have is that today’s homemaker is smarter and always up-to-date with the latest technology for their homes. The campaign raises the question of why ice cream, chicken, and fish should be stored at the same temperature. Haier’s new 14-in-1 Magic Convertible is created, keeping in mind that every product deserves the right temperature.”
Client: Haier Appliances India
Agency: Famous Innovation
Production house: Tubelight Films