MUMBAI: Home appliances and consumer electronics brand Haier has announced the launch of a new brand campaign- ‘Jhukna Mat‘ for its range of bottom mount refrigerator series.

The campaign features brand ambassador John Abraham and is created by Crestra Communication and produced by John Abraham Entertainment.

In the TVC, John Abraham is shown in a shopping mall assisting a pregnant lady and an aged woman while they bend down to reach the lower shelves in a grocery store. The TVC goes on with the saying ‘Jhukna Mat‘, highlighting the health benefits of not bending. The focus then shifts to features of bottom mount refrigerator and ‘opticool‘ technology.

Haier India head- marketing Shanta Roy Sanjeev said, "In line with our global brand theme of Ecolife, Haier brings to the consumers a host of refrigerators that offer an Ecofresh life. Our range of bottom mounted refrigerators is one of the innovations Haier introduced in India. ‘Jhukna Mat‘ has been the base line for Haier BMRs from the beginning that highlights the health issues related to back with too much of bending. Keeping in line with the brand promise of ‘Inspired Living,‘ we will continue to bring consumer oriented products, making their life better, enjoyable and joyous."

Crestra Communication MD and CEO Debashis Bose said, "We at Crestra wanted to bring home the functional benefits of not having to frequently bend to access fruits and vegetables as in conventional refrigerators - through an emotional response evoked by caring for the lady-of-the-house. This has been rendered in an easy and simple manner through John Abraham - Haier‘s brand ambassador telling a pregnant woman and an elderly lady ‘Jhukna Mat‘ during encounters at a supermarket. Further, the Haier‘s EcoLife theme and EcoFresh proposition has been brought to life by highlighting cutting edge technologies that keep food fresh longer and also protect the environment."