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.”
Rising living costs, longer financial responsibilities, and changing household structures are reshaping how Indian families plan for long-term financial security. In this shifting environment, life insurance is increasingly being viewed as a core part of structured financial planning rather than an optional protection tool.
Securing Your Family’s Finances with Life Insurance
Life insurance plays a role in family financial planning by supporting income continuity and long‑term financial responsibilities in the event of an unexpected loss. With this coverage amount, the family can continue to maintain their daily needs, fund children’s education, repay debts, and meet other financial obligations.
Beyond basic financial protection, life insurance has expanded to support long‑term planning objectives, helping families manage education costs, liabilities, and continuity of income.
Retirement Benefits with Life Insurance
As India’s workforce becomes more conscious of post‑retirement income security, life insurance is increasingly linked with retirement planning. Regular income options integrated into insurance products are being viewed to reduce dependence on external support systems later in life.
Save your Income Tax with Life Insurance
Tax efficiency remains one of the reasons families factor life insurance into financial planning, as it continues to be recognised under prevailing tax provisions as a long‑term savings and protection tool.
Policy Flexibility and Early Adoption Trends
Early adoption and flexible policy design have also contributed to growing relevance, as insurers respond to broader financial planning needs across different life stages.
How Life Insurance is Evolving for Family Financial Planning
- Easier Digital Access
Purchasing a life insurance policy no longer involves loads of paperwork, multiple visits to the insurance office, etc. With online options, purchasing and managing life insurance policies has become much easier.
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- Growing Popularity of Term Insurance
Term insurance plans are becoming more popular because of their high coverage and affordability. This shift reflects a growing preference for high‑coverage, cost‑efficient protection aligned with practical family responsibilities.
- Focus on Long-term Family Goals
As financial planning becomes more structured and long‑term in nature, life insurance is increasingly viewed as foundational rather than supplementary. Its role in addressing income continuity, long‑term obligations, and evolving family needs explains why relevance continues to grow in today’s planning conversations.
