Indiantelevision.com Team

(2 June 2010 7:55 pm)

NEW DELHI: Actor John Abraham, who has become the new brand ambassador for the Haier in India, today said he agrees to endorse a brand only when he himself forms a perception about it and understands the socio-economic class it is meant for.

Similarly, he endorses causes like the one on saving tigers and his production on ‘The Return of the Tiger’ directed by Mike Pandey only when he is moved by the cause, though commercial considerations are bound to weigh as well.

He was answering questions after introducing several new products of Haier, including 46 inch LED and a 55 inch LCD Television sets. He said he himself was a user of the LCD TV.

Haier also exhibited the new television commercials that have been made with Abraham for the various products. John will feature across all brand communications as well as product advertising for its wide range of consumer durables and electronics products.

Abraham said, ‘Haier is one of the youngest brands globally that has made a mark in the industry by reaching the global number 1 position in a very short span of time. This youthful brand is known for its innovative product offerings and advanced technology worldwide.’

Haier India President Eric Braganza told indiantelevision.com later that the advertising campaign would involve expenditure of around Rs 630 million and would be done in stages in print, electronic and other media including hoardings.

He said Abraham will feature across all brand communications as well as product advertising for its wide range of consumer durables and electronics products. “The actor personifies Haier’s youthful imagery and exemplifies the same dynamism attached with the brand. He not only possesses a great aspirational value with the youth but also mirrors the dreams of millions of youngsters owing to the value and morals that he stands for”, he said.

Haier, which has shown a 260 per cent rise in the first quarter of 2010-11, has covered by May this year what it had earned - Rs 3.5 billion - between January and December 2009. Targeting 100 Haier Experience Centres and Zones in 2010, the company is also focusing on its service support through Haier Insta Cares. Haier has recently tied up with a new Call Centre to further strengthen its customer response time.

With soccer mania gripping entire India, Haier also launched a Soccer Scheme - ‘Free Kick offer’. It is a scratch card scheme where on purchase of any LED/ LCD TV above 81 cm (except 32S9), a customer can win 100% cash back or an Adidas track jacket with an autograph from John Abraham, worth Rs. 2290.

Haier also announced its entry into other products besides refrigerators and washing machines for which it is known. These include TV sets, air conditioners, water heaters, blenders, toasters, Citrus Juicers and Electric Kettles. The LED Edge Light TV is Full HD, 120 Hz with USB 2.0, memory card reader and SRS Trusurround XT.