Haier begins the festive season with new exciting offers.

Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for the 8th Consecutive Year*, began the festive fervor with the launch of its new TV commercial featuring Haier DUO washing machine, world’s first double drum washing machine by Haier. The new TV ad primarily focuses on the advantages and user benefits of having a washing machine with two independently functioning drums in the family. The TVC was conceptualized and created with Famous Innovations. Alongside the TVC, Haier has also introduced a variety of lucrative festive offers for consumers across India until October 20^th 2017.

The new TVC premiered on September 28, across 38 TV channels including leading national, regional, general interest, music, sports and news channels in 7 languages. The TVC focuses on the different laundry needs of members in a family and how Haier DUO washing machine efficiently caters to those specific needs with two independently functioning washing drums. The washing machine which is available both in top load as well as front load, can hold up to 4 kgs of load in the one drum, while the other can accommodate up to 8 kgs, with a combined capacity of 12 kgs. This unique functioning enables users to address their laundry basis requirement, without sacrificing on time. For instance, separating colored from whites, baby clothes and delicate fabrics from rest of the load, now becomes now becomes possible and so convenient.

Commenting on the same. Mr. Eric Braganza, President, Haier India Said, “We are extremely happy to announce the launch of our latest TVC alongside all the lucrative consumer offers for the festive season. With the core focus on customer inspired innovation and incorporating customer feedback in all  innovations, we pioneered the concept of double drum washing machine, to add that extra bit of convenience in the lives of the consumers. Supporting two individually operational drums in a single machine, the effort is to cater to the multiple washing needs of a family with one single appliance. The TVC based on this concept, aims to strengthen our consumer connect with contemporary Indian families. Further, with the festive feel in the air, we want to be a part of our consumer’s celebrations and double their festivities with all our luring offers and new product line up.”

The TVC gives a peek into a day in the life of a modern contemporary family of five, including father, mother, daughter, son and a toddler. All five members of the family have different passions and personas, for example - the son is a budding rock star, father is a fitness lover, the daughter is a talented ballet dancer and the mother finds her passion in culinary skills. All of them, together, dress identically in a situation playing the same role. It is only at the dinner table where everyone is dressed as per their liking or passion and, this is where the  father drops a ladle into a bowl full of curry and the curry splashes on each one of them. Dressed differently, each one of the have different washing needs, hence signifying that one washing machine cannot cater to all their laundry needs. However, with new Haier DUO, a family can address the individual laundry requirements effectively.

In addition to the TVC, to add to the festive cheer, Haier has also introduced a variety of exciting offers for all its consumers across cities. These offers will provide consumers with an opportunity to win assured gifts, easy finance options on wide a range of products by Haier. All offers can be availed by consumers across the country until October 20^th2017.

Following a 360 degree approach, Haier will run all its marketing initiatives via various platforms such as Electronic, Print, OOH, Digital & Social, in-store branding, press, broadcast etc. 

Sukriti Tyagi, Creative Director, Soda Films said, “The single-minded product proposition of simultaneous wash was exciting and gave us clear direction to leapfrog into creative. Our campaign rides on the insight that each family is made of all kinds of different people, with different interests, habits, personalities and therefore different needs when it comes to washing clothes. We have brought alive this insight in a quirky, endearing way that will hopefully bring a smile to any viewer’s face. Saving on time or burden by washing two loads simultaneously would have been an obvious way to approach it but it would not have lifestyle or cultural values in it. So we decided to position the machine as a product which can provide unique washing solutions to different kind of clothes. The film identifies the insight of how diverse the members of a family are and builds on it. Each situation in the film exaggerates and communicates how every member in a family is very different from each other in terms of personalities, tastes and looks. Therefore, building up the need of getting Haier duo home.”

Catch a special preview of the TVCs right here –