New Delhi : Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 10 Consecutive Years*, today unveiled its new TV commercial featuring Haier’s latest innovation marvel, the PuriCool range of air conditioners. Conceptualized around the theme of ‘It doesn’t just cool, it cleans”, the TVC brings alive the differentiated proposition of Haier’s new PuriCool air conditioner through a well-thought creative representation with a vision to emotionally engage and resonate with Indian urban families.
Created and conceived in collaboration with Famous Innovations, the TVC premiere on 4th April, 2019 across leading TV channels including prominent GEC, Movies, News and Sports channels. For a pan-India reach, the TVC will be aired on key regional channels in languages like Bengali, Marathi, Kannada, Malayalam, Punjabi, Tamil and Telugu.Additionally, the new TVC will be aired during the ongoing Indian Premier League (IPL)season as well.
The TV commercial picturizes urban Indian homes where it showcases the healthy lifestyle practices amodern Indian family undertakes for personal wellbeing; may it be eating right, exercise, oryoga. The commercial highlights thatwhile it may seem that modern homes come with high awareness towards health, but a bird’s eye view reveals that surroundings of Indian homes arefull of harmful pollutants that obliterate the perception of healthy living. The perception towards indoor air being much safer than outdoors is even more damaging and leads to a false sense of comfort. While families feel safer and protective indoors, it is important to understand thatIndian residential areas are congested spaces with majority of homes amid busy running roads. This allows pollutant particles and dust to accumulate inside our home environment to pose a greater risk to a family’s health. Since most family members inhale indoor air for longer hours than outdoor including while asleep, it is critical to ensure clean and breathable air at home.The TVC focuses on the gravity of indoor air pollution, and how the new air conditioner from Haier addresses the massive challenge facing the Indian families today.
Considering the alarming level of air pollution in India across cities and how it is affecting the quality of air we breathe,a holistic air purification system has become a necessity and not a luxury in today’s scenario. Understanding this need, Haier India has introduced the revolutionary PuriCool range of air conditioners to help purify the quality of indoor air from dust, pollen, pet dander, particulate matters and smoke present outside. Haier’s new PuriCool air conditioners create an environment of comfort with clean and hygienic airflow offering superior cooling comfort to the users.
On the launch of this TVC, Satish NS, Senior Vice President, Marketing and Sales said, “We are excited to announce the launch of the new TVC featuring our latest innovation. By introducing the state-of-the-art PuriCool technology in our air conditioners, our aim is to provide a solution that stands out as acomprehensive solution to aid wellbeing efforts of Indian families. The TVC aims to create awareness among people about how outdoor air pollution directly affects the quality of indoor air at home. At Haier, we are constantly finding ways to improve consumers’ life and through this TVC we intend to reinforce and strengthen the brand connect with the consumers and highlight how we at Haier understand customer needs and address them with meaningful innovations.”
Raj Kamble, Founder and CCO, Famous Innovations, said “The campaign throwsthe spotlight on the issue of indoor air pollution and educating our audience about how the related solutionhas become the need of the hour. In theTVC, it highlights the issue by reminding consumers of their everyday wellbeing habits and how it remains undone in absence of breathable indoor air, which doesn’t only need to be comfortable but also clean. Haier India’s PuriCool Series is a breakthrough innovation in the air conditioner market that will surely set a benchmark in the next generation of air conditioners.”