Haier India salutes the ‘Silent Performers’ of India with its latest TV commercial

by Suman Gupta

• Haier’s new TVC highlights the achievements of India’s leading sportswomen

• Titled as ‘Silent Performers’, the new TVC focuses on Haier’s latest Direct Motion motor Washing Machine range, reiterating Haier’s commitment towards introducing innovative home appliances in India

New Delhi, October, 2019: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 10 Consecutive Years*, today announced the launch of its latest TVC based on the recently launched Direct Motion Washing Machine (HW100- DM14876TNZP and HW80- DM14876TNZP) in India.

The new TVC titled, ‘Silent Performers’ highlights Haier’s long-standing relationship with the Indian consumers and the brand’s constant focus towards revealing new technologies while cementing its position as a market disruptor. Through the lives of India’s leading sportswomen – Dipa Karmakar (Artistic Gymnast, Olympian, Khel Ratna Awardee), Hima Das (Sprint Runner, Arjuna Awardee) and Simranjit Kaur (Indian boxer), the television commercial tends to find common ground amongst Haier’s and the sportswomen’s dedication towards striving for perfection while following their passion despite unimaginable challenges and making a mark for themselves in their respective fields.

The TVC, conceptualized and created in collaboration with Famous Innovations will premiere on 18^th October 2019 across all leading TV channels across genres like general entertainment, movies, news, etc. For a wider reach, the TVC will be aired on regional channels in languages like Punjabi, Bengali, Marathi, Tamil, Telugu, Malayalam Kannada, Oriya and Hindi. Along with extensive outreach through television, the brand would also be promoting the ‘Silent Performer’ campaign through print and digital mediums across India.

Haier’s latest super silent Washing Machine is an addition to the company’s innovative products that are designed to make the consumers’ lives easy and efficient. The Direct Motion Motor integrated into the new front load washing machine range allows for reduced vibrations and low noise level. Haier has also integrated Dual Spray and Anti-Bacterial Technology for a smarter, better and an effective laundry experience for the Indian customers.

Considering energy conservation as everyone’s responsibility for a more sustainable lifestyle, both the models are equipped with A+++ energy efficiency rating. The state-of-the-art washing machines are available with 8 and 10 Kgs capacity and comes with a 3 Years Comprehensive Warranty & lifetime exclusive warranty on the motor.

Storyboard: The new TVC is a reflection of how the brand mirrors its values and convictions with the renowned sportswomen of India. The TVC showcases an endearing relationship between sports stars – Dipa Karmakar, Hima Das, Simranjit Kaur and Haier’s philosophy of performing silently while becoming an inspiration for many without any immediate recognition, applause or attention. The story unfolds with the athletes devoid of media and people’s attention despite their impeccable achievements but, remain strongly focused on the pursuit of their goals and passions. The film shines the spotlight on the laurels and pride they have brought for India on the international platform as ‘Silent Performers’ through their commitment and hard work while creatively amalgamating with Haier’s inclination towards delivering to their promises since its inception in India. The brand’s philosophy of ‘Inspired Living’ coincides with the riveting stories of these sportspersons who have inspired many.

Highlighting the features of the new Haier Washing Machine, the commercial highlights its super silent and other innovative functions that makes it a one-of-its-kind in the competitive home appliances industry.

When it comes to campaigns, Haier has always displayed originality and innovation in its overall conceptualization and communication. Following the core brand philosophy of ‘Inspired Living’, Haier derives inspiration from listening to the consumer needs to create solutions that complement their evolving lifestyles.

Commenting on the new TVC, Mr. N.S. Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said “At Haier, we constantly understand the needs and evolving lifestyle of our consumers. The new Haier Washing Machine series is an innovative solution designed for customers that promises durability while making their lives easier and efficient. The TVC is created to highlight the achievements of our leading sportswomen who have brought so much pride to all Indians. It also tends to strongly connect with our customers and build a strong brand recall with them.”

Raj Kamble, Founder and CCO, Famous Innovations adds, “We were working with a very simple yet innovative product- a washing machine that does what it does in the most efficient and silent way possible – and wanted to highlight this feature in a creative and an engaging way. Given, how interesting the product was we thought of creating a film that highlights the achievements of some of the strong personalities in our sports industry today who have silently strived for perfection in their respective fields and hence, inspired everyone around them. The film showcases the riveting lives of India’s leading sportswomen who, despite unimaginable challenges, achieved their goals and made impeccable records at the global stage.

ABOUT HAIER INDIA: Headquartered in New Delhi, Haier India has pan India operations and a vast distribution network across the country along with a manufacturing facility in Pune, Maharashtra. Product offerings of Haier India range from refrigerators, air conditioners, washing machines, TVs, water heaters, freezers to microwave ovens, with a special focus on local needs. For example, washing machines that work at nearly Zero Water Pressure help solve the biggest challenge that Indian consumers face in their daily lives, while Haier Bottom Mounted Refrigerators have also been well received by Indian consumers due to its large refrigeration capacity which caters to local people’s dietary habits. A larger refrigeration capacity means the consumer can store more vegetables while the refrigerator also makes people’s lives easier by placing the refrigerating chamber at the top of the machine.

ABOUT HAIER GROUP: Haier Group today is the world’s leading brand of major household appliances which is now transforming from a traditional manufacturer to an open entrepreneurship platform. In the era of the Internet and post e-commerce, Haier will extend its ecosystem to social networks and community economies while enhancing the user value of Haier products and services and instilling integrity as a core competency throughout the Group. Haier aims to become a global leader in the era of the Internet of Things.

Revenue generated by the traditional economy: Haier Group’s global revenue in 2017 was US$ 37.2 billion, with year-on-year growth of 20%; total pre-tax profits exceeded US$ 4.62 billion, profits achieved a year-on-year growth of 12.8%. Currently, the Group’s brands include Haier, Casarte, GE Appliances, AQUA, Fisher & Paykel, Leader, RRS, DCS, and Monogram. Each brand has its own unique market positioning and provides outstanding user experiences for end users. Haier is now further deploying and demonstrating the effectiveness of the Rendanheyi management model and will internationalize Rendanheyi through its unique cultural integration system.