- Haier’s Easy Connect LED televisions to let users stream content from their Android smartphone directly on their TV screen with the Smart Share feature
- The new TVC reiterates the brand’s philosophy of ‘Customer-Inspired Innovation’
New Delhi, 22nd October, 2018: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for the 9 Consecutive Years*, today announced the launch of its latest TVC based on the recently launched all-new range of Easy Connect LED televisions (B92OOWB series) in India. The new TVC primarily focuses on the user benefits of having an LED TV that comes power packed with Smart Share feature, which gives the Android mobile users a smart way of screening their smartphone content on the large screen without Wi-Fi network.
The two new LED TV models LE43B9200WB (108cm–Full HD) and LE32B9200WB (80cm-HD) will offer consumers a true smart viewing experience. With an available pre-loaded app like Smart View or Screen Mirroring on their Android mobile phones, users can connect with the built-in Smart Share (Miracast) feature on their new Haier TV and use mobile data to start streaming their favorite content without worrying about setting up a Wi-Fi connection at home.
The TVC, conceptualized and created in collaboration with Famous Innovations which was premiered on 19th October’ 2018 across leading TV channels including prominent GEC, Movies, News and Sports channels. For a wider reach, the TVC will be aired on key regional channels in languages like Bengali, Kannada, Malayalam, Punjabi, Tamil, and Telugu.
Storyboard: The new TVC is a reflection of how the brand mirrors the user’s values and convictions. The TVC showcases the endearing relationship between a daughter and father emphasizing on how today’s generation is more technology savvy and influential in making purchase decisions for the family. The story follows a typical Indian family going through the process of buying the perfect television for their household. Highlighting the features of the new Haier Easy Connect LED TV range, the commercial shines the spotlight on its Smart Share (Miracast) feature that gives the Android mobile users a smart way to stream their favorite content like movies, music, videos and photos from the comfort of their couch.
When it comes to campaigns, Haier displays originality and innovation in their overall conceptualization and execution. 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 commercial, Mr. Eric Braganza, President, Haier India said, “At Haier, we constantly understand the needs and evolving lifestyle of our consumers. The new Haier Easy Connect LED TV series is an innovative solution designed for customers who don’t want any technology hassles with internet connectivity when it comes to entertainment. The TVC is created to shape a stronger connect with the users and also build a strong brand recall at the same time. Further, with the festivities around the corner, we want to be a part of our consumers’ celebrations and double their festivities with our exciting offers and a new product line up.”
Raj Kamble, Founder and CCO, Famous Innovations, adds, “We were working with a very simple, innovative product – an LED TV that can live stream from a smartphone without the need for WiFi or Bluetooth – and wanted to bring this feature to life in an interesting way. Given how strong the feature was, we decided that instead of doing an ad, we should create an entertaining product demo. The film revolves around an endearing precocious little girl as she truly represents today’s kids who love technology, are always a few steps ahead of the rest of us and never hold back from making that known. We hope the film will bring a smile to people’s faces even as the product makes their lives easier.”
Haier will be taking a multi-prolonged marketing approach for the commercial through various platforms such as Electronic, Print, and Digital.
With the ongoing festive season and the spurt of excitement amongst the consumers, Haier has also announced a range of attractive consumer offers. These include Fixed EMI offer with Bajaj Allianz to bring home any product from the premium range at INR 2018 only, unique extended warranties on Haier’s wide range of products and assured gifts across categories. All offers can be availed by consumers across the country until 7th November 2018.
ABOUT HAIER INDIA
Initiated in January 2004, Haier Appliances (India) P. Ltd is a 100 percent subsidiary of Haier Group. Headquartered in New Delhi, Haier India has 33 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 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.
*According to the Euromonitor ranking 2017