Haier, a global brand in Home Appliances & Consumer Electronics segment has recently released a TVC campaign to launch a revolutionary product for Indian summers – Smart Eye Air Conditioner. The pan-India campaign has been conceptualized by Scarecrow Communications, Delhi and directed by none other than Pradeep Sarkar of Apocalypso Films.
The story behind TVC campaign revolves around ‘Remotu Kaka’, played by Vaibhav Mathur who needs to look after the adjustment of AC in a grand haveli full of bizarre royal characters. Sometimes he needs to maintain the airflow on the Senior Queen who loves playing polo in an electric chair whereas many times he needs to keep setting the AC temperature up and down in day and nights. Overall, it is his job to manually fiddle with the AC vents. He remains the most asked person in the haveli especially in summers. Things change dramatically when ‘forward-thinking prince” brings Haier Smart Eye AC into the haveli. The smart AC does everything on its own. For example, it automatically increases the temperature in night when external temperature is not high. In the same way, it increases air flow and cooling performance when there is more number of people in the room. With the new AC, the Senior Queen can easily enjoy playing polo without worrying about AC’s air flow.
The state-of-the-art features of this AC bring immense relief to ‘Remotu Kaka’ who can now seek to live a relaxed life. The campaign ends with an aggressive tagline – Ab Baaki AC ki taisi! The entire casting goes well with the inclusion of Jugal Hansraj, who played the character of prince. The role of princess is played by Rukhsar, a well-known Bollywood and TV actress.
The TVC campaign is full of quirky moves that are well supposed by remarkable characters. The character of ‘Remotu Kaka’ is planned smartly as he wears a jacket studded with remotes. Even the entrance of Haier Air Conditioners in the campaign is truly salient – it’s escorted into the palace features in a series of royal palanquins.
Eric Braganza, President, Haier India said, “Haier has always been a market leader in the segment of air conditioners in India owing to the customer inspired innovation philosophy that is true to our DNA.
therefore, our aim is to create a top of mind recall amongst consumers for Haier air conditioners through the launch of this TV commercial. It is targeted towards consumers who intend to upgrade or purchase a new home appliance that is efficient and adds extra comfort to their lives. The TVC will help Haier build a strong connect with the consumers and would further motivate the brand to serve consumers with better and improved solutions.”
Raghu Bhat, Founder Director, Scarecrow Communications said, “We wanted to indelibly position Haier Smart Eye as the most intelligent AC. We also wanted to polarize the market by creating the most disruptive and most likeable AC commercial of the season. ‘Remotu Kaka’ is a creative device that conveys that one doesn’t need a remote to operate the AC. It also gives a shareable consumer takeaway that will help amplify conversations. We have used vivid visual demos to bring alive differentiated features like 50 feet cooling and Human Sensor.”
The campaign will run across all digital and social media platforms of Haier based on the theme “#Remotukaka”. You can view the TVC here: https://www.youtube.com/watch?v=AZ7O0iVgmbE>>Go Back