MAM
Haier India salutes the ‘Silent Performers’ of India with its latest TV commercial
MUMBAI: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 10 Consecutive Years*, today announced the launch of its latest TVC based on the recently launched Direct Motion Washing Machine (HW100- DM14876TNZP and HW80- DM14876TNZP) in India.
The new TVC titled, ‘Silent Performers’ highlights Haier’s long-standing relationship with the Indian consumers and the brand’s constant focus towards revealing new technologies while cementing its position as a market disruptor. Through the lives of India’s leading sportswomen – Dipa Karmakar (Artistic Gymnast, Olympian, Khel Ratna Awardee), Hima Das (Sprint Runner, Arjuna Awardee) and Simranjit Kaur (Indian boxer), the television commercial tends to find common ground amongst Haier’s and the sportswomen’s dedication towards striving for perfection while following their passion despite unimaginable challenges and making a mark for themselves in their respective fields.
The TVC, conceptualized and created in collaboration with Famous Innovations will premiere on 18th October 2019 across all leading TV channels across genres like general entertainment, movies, news, etc. For a wider reach, the TVC will be aired on regional channels in languages like Punjabi, Bengali, Marathi, Tamil, Telugu, Malayalam Kannada, Oriya and Hindi. Along with extensive outreach through television, the brand would also be promoting the ‘Silent Performer’ campaign through print and digital mediums across India.
Haier’s latest super silent Washing Machine is an addition to the company’s innovative products that are designed to make the consumers’ lives easy and efficient. The Direct Motion Motor integrated into the new front load washing machine range allows for reduced vibrations and low noise level. Haier has also integrated Dual Spray and Anti-Bacterial Technology for a smarter, better and an effective laundry experience for the Indian customers.
Considering energy conservation as everyone’s responsibility for a more sustainable lifestyle, both the models are equipped with A++ energy efficiency rating. The state-of-the-art washing machines are available with 8 and 10 Kgs capacity and comes with a 3 Years Comprehensive Warranty & lifetime exclusive warranty on the motor.
Commenting on the new TVC, Mr. N.S. Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said “At Haier, we constantly understand the needs and evolving lifestyle of our consumers. The new Haier Washing Machine series is an innovative solution designed for customers that promises durability while making their lives easier and efficient. The TVC is created to highlight the achievements of our leading sportswomen who have brought so much pride to all Indians. It also tends to strongly connect with our customers and build a strong brand recall with them.”
Raj Kamble, Founder and CCO, Famous Innovations adds, “We were working with a very simple yet innovative product- a washing machine that does what it does in the most efficient and silent way possible – and wanted to highlight this feature in a creative and an engaging way. Given, how interesting the product was we thought of creating a film that highlights the achievements of some of the strong personalities in our sports industry today who have silently strived for perfection in their respective fields and hence, inspired everyone around them. The film showcases the riveting lives of India’s leading sportswomen who, despite unimaginable challenges, achieved their goals and made impeccable records at the global stage.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
