Haier has rolled out an ad film campaign to promote its new bottom-mounted refrigerator (with the freezer at the bottom). Conceptualised by TBWA\India, the film started airing on 17 April across GECs.
Speaking to the contemporary, urban woman, the film highlights instances in which she doesn’t mind bending: as she creates a rangoli during festive celebrations, as she seeks an elder’s blessings, and when she is engaged in prayer. The film cuts to her approaching her refrigerator. As she’s about to bend to open it, she stops herself with a smile. With the bottom-mounted refrigerator, she doesn’t need to, as the frequently used part of the home appliance is now on top.
An animated version of the refrigerator hits the screen as a voiceover takes viewers through product features and benefits. The protagonist signs off saying, “Ab jhukna mat” (Now, don’t bend).
Shanta Roy Sanjeev, head, marketing, Haier India, said, “At Haier, we constantly listen to our customers to understand their evolving lifestyles and create smart products that help in complementing and improving their lives. Haier bottom-mounted refrigerator is a concept that the company pioneered in 2006 and since then has innovated and improvised on its design, making it more user friendly and a perfect kitchen appliance for the urban contemporary Indian families of today. The new TVC is a reiteration of our existing ‘Jhukna Mat’ campaign, which further strengthens our belief to make today’s women more empowered and capable to manage their house chores with smart solutions.”
Rajesh Kochhar, executive vice president - North, TBWA\India, said, “When the product is based on a consumer insight, the job of communication becomes ridiculously easy. The bottom-mounted refrigerator from Haier meets a specific customer need; solves a problem that every Indian woman faces every day in her life. It is the answer to a question that they themselves have never asked – why should I bend down every single time I use my refrigerator? All the commercial does is dramatise this benefit, clearly.”
Client: Haier India
Creative agency: TBWA\India
Creative director: Sourabh Mookherjee
Group head Rattan Makkar
Copywriter: Swati Subramanian -
Account management: Rajesh Kochhar, Kapil Vohra
Director: Veneet Bagga
Production house: Onions Creative Media
Producer: Ashish Bhatia
Executive producer : Harshvardhan
Music: Donn Bhatt
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