MUMBAI: Haier, the home appliances and consumer electronics brand, has launched its latest TVC based on the recently launched self cleaning technology air conditioners in India.
Created and conceptualised in collaboration with Zero:Zero Creative Solutions, the TVC will run across TV channels including leading English, Hindi, GECs and other regional entertainment, movies and music channels. Additionally, Haier is also an associate sponsor for IPL 2018, therefore, the new TVC will be exclusively aired during the IPL matches as well.
The TV commercial focuses on the USP of the new range of Haier air conditioners, which is the self-cleaning technology, an industry first by Haier in India. This new technology enables users to maintain and clean the evaporator unit of the air conditioner with minimal efforts by just tapping on a button.
The TVC comprises of different situations, such as a man sitting in his living room, who is a little under the weather and is sneezing constantly; then comes another person relaxing in his plush home, on the sofa, reading a magazine, who too is down with cough and cold; moving ahead to a couple from a modern contemporary family sitting in their bedroom blowing their noses together. To their rescue comes a team of two, a doctor and a nurse with surgical masks hanging in their necks and warning these people about the hazards of unhygienic and contaminated air flow through their ACs resulting into their ill-health. This further proclaims that having a Haier self-cleaning technology air conditioner in the household can help in avoiding such situations/health problems with a clean and bacteria free airflow.
Haier India president Eric Braganza says, “We are glad to announce the launch of this new TVC in India. Pioneering the concept of self cleaning technology in India, our aim is to provide a clean and hygienic environment to our consumers in their homes, with the introduction of this new range of air conditioners. Through the TVC we intend to reinforce and strengthen the brand connect with the consumers and familiarise them with the concept of self-cleaning technology.”
Zero:Zero creative solutions partner Kumar Subramaniam adds, "Most people expect an AC to deliver just cooling. Our creative approach shows how this shortsighted this is. After all, cooling is of no use, if an AC delivers cool but unhealthy air. The Haier campaign throws the spotlight on this issue by reminding consumers that just cooling is not sufficient; a modern AC needs to also deliver clean air.”
