MAM
Haier India says ‘Jhukna Mat’ in new campaign
MUMBAI: Home appliances and consumer electronics brand Haier has announced the launch of a new brand campaign- ‘Jhukna Mat‘ for its range of bottom mount refrigerator series.
The campaign features brand ambassador John Abraham and is created by Crestra Communication and produced by John Abraham Entertainment.
In the TVC, John Abraham is shown in a shopping mall assisting a pregnant lady and an aged woman while they bend down to reach the lower shelves in a grocery store. The TVC goes on with the saying ‘Jhukna Mat‘, highlighting the health benefits of not bending. The focus then shifts to features of bottom mount refrigerator and ‘opticool‘ technology.
Haier India head- marketing Shanta Roy Sanjeev said, “In line with our global brand theme of Ecolife, Haier brings to the consumers a host of refrigerators that offer an Ecofresh life. Our range of bottom mounted refrigerators is one of the innovations Haier introduced in India. ‘Jhukna Mat‘ has been the base line for Haier BMRs from the beginning that highlights the health issues related to back with too much of bending. Keeping in line with the brand promise of ‘Inspired Living,‘ we will continue to bring consumer oriented products, making their life better, enjoyable and joyous.”
Crestra Communication MD and CEO Debashis Bose said, “We at Crestra wanted to bring home the functional benefits of not having to frequently bend to access fruits and vegetables as in conventional refrigerators – through an emotional response evoked by caring for the lady-of-the-house. This has been rendered in an easy and simple manner through John Abraham – Haier‘s brand ambassador telling a pregnant woman and an elderly lady ‘Jhukna Mat‘ during encounters at a supermarket. Further, the Haier‘s EcoLife theme and EcoFresh proposition has been brought to life by highlighting cutting edge technologies that keep food fresh longer and also protect the environment.”
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
