BWI: Haier India Reiterates its Brand Positioning with a New Campaign- ‘Jhukna Mat’ for its Bottom Mount Refrigerator Series

Press release from Business Wire India
Source: Haier India
Monday, March 19, 2012 05:16 PM IST (11:46 AM GMT)
Editors: General: Consumer interest, People; Business: Business services, Electronic appliances & components, Energy companies, Household & personal care products & services; Technology
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Haier India Reiterates its Brand Positioning with a New Campaign- 'Jhukna Mat' for its Bottom Mount Refrigerator Series
Haier's refrigerators are in line with the global brand theme of EcoLife, offering EcoFresh lifestyle to consumers

New Delhi, Delhi, India, Monday, March 19, 2012 -- (Business Wire India) -- Haier, one of the largest Home Appliances & Consumer Electronics brand, worldwide, and the Global No.1 in Refrigeration Appliances, announced the launch of a new brand campaign-'Jhukna Mat' for its Bottom Mount Refrigerator Series, featuring Haier's brand ambassador John Abraham. The campaign is created by Crestra Communication Private Limited and produced by John Abraham Entertainment Private Limited.
The TVC flows with Haier India's brand ambassador, John Abraham, in a shopping mall assisting a pregnant lady and an aged woman while they bend down to reach the lower shelves in a grocery store. The TVC goes on with the saying 'Jhukna Mat', highlighting the health benefits of not bending.
This closes on with the features of Bottom Mount Refrigerator, with OptiCool technology that retains the nutritional, freshness value of the fruits and vegetables for 5 times longer than a normal refrigerator.

Speaking on the launch of new campaign, Shanta Roy Sanjeev, Head- Marketing, Haier India said, "Haier as a brand focuses on introducing innovative and consumer friendly products in household product categories. In line with our global brand theme of Ecolife, Haier brings to the consumers a host of refrigerators that offer an Ecofresh life. Our Bottom Mounted Refrigerators (BMR), is one of the innovations Haier introduced in India. 'Jhukna Mat' has been the base line for Haier BMRs from the beginning that highlights the health issues related to back with too much of bending. Keeping in line with the brand promise of 'Inspired Living,' we will continue to bring consumer oriented products, making their life better, enjoyable and joyous."

Speaking on the creative, Debashis Bose, MD & CEO, Crestra Communication said, "Haier is a unique brand that is inspired by customer needs in designing its products. Haier's innovative Bottom Mounted Refrigerator is a perfect example of this philosophy. We at Crestra wanted to bring home the functional benefits of not having to frequently bend to access fruits and vegetables as in conventional refrigerators - through an emotional response evoked by caring for the lady-of-the-house. This has been rendered in an easy and simple manner through John Abraham - Haier's brand ambassador exhorting a pregnant woman and an elderly lady "Jhukna Mat" during encounters in a supermarket. Further, the Haier's EcoLife theme and EcoFresh proposition has been brought to life by highlighting cutting edge technologies that keep food fresh longer and also protect the environment"

Creative Credits:

Creative Agency: Crestra Communication Private Limited
MD & CEO- Debashis Bose

Chief Creative Officer - Sangeeta Sen

Executive Creative Director - Siddhartha Srivastava

Executive Creative Director - N. Ravikrishnan

Account Manager - Amit Sharma

To view the TVC please click on the link: http://youtu.be/nI7Vb9VssDw

About Haier India

Haier India is 100 per cent subsidiary of Haier Group, which started its commercial operations in January 2004. In India, the company's product range includes Haier colour televisions, refrigerators, washing machines, air conditioners, freezers for commercial & medical usage and Spa range of water heaters. Haier Products are available across India at all major retail outlets. Haier India has a state of the art manufacturing set up for Refrigerators at Ranjangaon, near Pune.

About Crestra Communication Private Limited:

Crestra Communication Private Limited is a brand communications agency set-up in 2008 offering a unique 360-degrees brand communication solution for clients with a media neutral, integrated creative approach across every important touch point between the brand and its customers. Crestra is a composite name from creative and strategy -twin core competencies.

To view the photograph, please click on the link below:
Haier
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CONTACT DETAILS
Amandeep Arora, Quasar Media, + 91 9650177559, amandeepa@quasar.co.in

KEYWORDS
CONSUMER, PEOPLE, BUSINESS SERVICES, ELECTRONICS, ENERGY, HOUSEHOLD, TECHNOLOGY

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