Haier takes a clean swipe at the competition

You spot the usual suspects. But it's not the commercial you think. There's someone who looks and behaves like Mr Moorthy of Voltas commercials, but this is not an ad for Voltas ACs. Then, there's the Einstein lookalike of the Godrej AC commercials, but this is not a commercial for Godrej either.

 

Haier has launched its TVC to drive home the concept of cleanliness inside the air-conditioner.

 

Created and conceptualised by Zero:Zero Creative Solutions, the ad will be shown across TV channels including leading English, Hindi, GECs and other regional entertainment, movies and music channels. Additionally, the TVC will be aired during the IPL matches as well.

 

The film focuses on the USP of the new range of Haier air conditioners, which is the self-cleaning technology. Kaushik Roy, partner, Zero:Zero Creative Solutions, said, "Most air conditioners hide a dirty secret deep within - unclean coils. The result is germ-filled air and diseases. The creative idea takes up the challenge of educating people of this menace - by saying that ordinary ACs "thanda hai par ganda hai". 

 

"Most people expect an AC to deliver just cooling. Our creative approach shows how shortsighted

this is, if an AC delivers cool but unhealthy air. The Haier campaign throws the spotlight on this issue by reminding consumers that just cooling is not sufficient; a modern AC needs to also deliver clean air," said Kumar Subramaniam, partner, Zero:Zero Creative Solutions.

 

The campaign will include print, digital initiatives and activation all of which will extend the idea of

educating the consumers about clean air conditioning.