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Haier says to turn things straight in latest campaign

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MUMBAI: Home appliances and consumer electronics brand, Haier, has launched a new TV commercial featuring its revolutionary range of Bottom Mounted Refrigerators (BMRs). 

Conceptualised around the theme of ‘India, Ab Seedhe Ki Aadat Daal Lo’, the TVC brings alive the differentiated proposition of Haier’s BMR technology in a creative way with a vision to resonate with the masses.

Featuring glimpses of a busy Indian city, the commercial showcases how people have over time developed a habit of doing things their own way instead of following the right way. Be it trivial issues like attending phone calls in silent spaces like a yoga class or bigger concerns such as bribing officials to ensure our work gets done, we are always looking at ways of getting around the rules with ‘jugaad’. Bound together with the track, ‘Yahan Ulti Ganga Behti Hai, Reverse Mein India Rehti Hai’, the TVC reaches its climax with the narrator asking India to give up living in reverse (ulti aadatein) and embrace Haier’s revolutionary BMRs as their new refrigerator of choice. 

The new TVC will run across 60 TV channels including leading national, regional, general interest, music, sports and news channels in eight languages.

The commercial draws from the value add and benefits of using a BMR as against the traditional refrigerators, equating the use of the latter with numerous ‘ulti aadatein’ India has. With a BMR, consumers get the benefit of having the refrigerator part on top and the freezer placed at the bottom, to reduce the need for users to repeatedly bend while accessing commonly used items from the refrigerator.

Haier India president Eric Braganza says, “Haier has been a pioneer of the BMR technology in India and around the world. We introduced the technology in India in 2007 with the ‘Ulte ko Seedha’ campaign and since then there have been several product design and technology changes in line with our efforts to create the perfect solution meant for today’s modern contemporary families.”

Famous Innovations founder and CCO Raj Kamble adds, “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’ that, 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!”

Following a 360-degree approach, Haier will run all its marketing initiatives via various platforms such as electronic, print, OOH, digital and social, in-store branding, press, broadcast etc.

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