Haier has rolled out a film for its 'bottom mounted refrigerator'.
Conceptualised by Famous Innovations, the film takes a dig at all 'ulti aadats' (bad habits) we see around us. Set to an 'ulti aadat' soundtrack, the misbehavours include a lady talking on her phone during Yoga class, a lady parking her car incorrectly, a man walking up an escalator which was going downwards, another man watching something on his phone during a play and more. These are compared with old-style refrigerators where the most used fridge section is at the bottom and the freezer is on top.
Eric Braganza, president, Haier India, said, “The BMR proposition has been a huge success for us, as it comes from an insightful consumer behaviour and solves a fundamental everyday problem that most brands have ignored. With this campaign, we aim to solidify our stature as category leaders by connecting with India at a more emotional level. We are certain that our consumers will recognise these everyday instances from their lives and it’ll leave them with a smile on their face.”
Raj Kamble, founder and CCO, Famous Innovations, said, “The competition is aggressively marketing features in this category. Having done that with Haier BMR already last year, we now wanted to take things to the next level. These little upside down things that we Indians do are wrong but also quite endearing, because it’s just so us! It’s a light take on our ‘ulti aadats’, one of which i.e. bending down to get things from the fridge is being corrected by Haier. Hence, the idea – India, Ab Seedhe ki aadat daal lo!”
Along with the film, the campaign also has digital, radio and on-ground legs.
Agency: Famous Innovations
Director: Ashim Ahluwalia
Production house: Vat Films