Haier celebrates its unique BMR offering in latest film

By A Correspondent​

Haier has launched a new film featuring Haier’s revolutionary range of BMRs. Conceptualized around the theme of ‘India, Ab Seedhe Ki Aadat Daal Lo’, the TVC brings alive the differentiated proposition of Haier’s Bottom Mounted Refrigerator (BMR) technology in a creative way with a vision to resonate with the masses.

Said Eric Braganza, President, Haier India on the TVC: “Haier has been a pioneer of the BMR technology in India and around the world. We introduced the technology in India in 2007 with the ‘Ulte ko Seedha’ campaign and since then there have been several product design and technology changes in line with our efforts to create the perfect solution meant for today’s modern contemporary families. With the latest TVC campaign around ‘India Ab Seedhe Ki Aadat Daal Lo’, we reiterate the benefits and value proposition of the newly launched Haier 8-in-1 BMR range as opposed to traditional refrigerators in a more engaging and thought-provoking manner with our prospective target audience.”

Added Raj Kamble, Founder and CCO, Famous Innovations: “The competition is aggressively marketing features in this category. Having done that with Haier BMR already last year, we now wanted to take things to the next level. These little upside down things that we Indians do are wrong but also quite endearing, because it’s just so us! It’s a light take on our ‘ulti aadats’ that, one of which i.e. bending down to get things from the fridge, is being corrected by Haier. Hence, the idea – India, Ab Seedhe ki aadat daal lo!”