Chinese electronics brand Haier finds a common trait between ace athletes Dipa Karmakar, Hima Das, Simranjit Kaur and the range of its washing machines. Just like the Haier washing machines, the champion Indian athletes are “silent performers”.
The new Haier washing machines TVC features sprinter Hima Das, Olympian gymnast Dipa Karmakar and ace boxer Simranjit Kaur.
Conceptualized by Famous Innovations, the campaign highlights how the three girls brought glory to India on the world stage while going about their business silently. This salient common feature of the trios is then compared to Haier‘s “silent” range of washing machines.
Read More: Hima Das named brand ambassador of Gatorade
Raj Kamble, founder and CCO, Famous Innovations has revealed the creative philosophy behind associating the product range with the three achievers. “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 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,” Kamble 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,” says Haier Appliances India sales and marketing SVP NS Satish.
The “Silent Performers” TVC 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.
The TVC will also be aired on regional channels in Punjabi, Bengali, Marathi, Tamil, Telugu, Malayalam Kannada, Oriya and Hindi languages. Along with extensive outreach through television, the brand would also be promoting the “Silent Performer” campaign through print and digital mediums across India.