Ad Campaigns
Haier launches TVC for self cleaning air conditioners
MUMBAI: Haier, the home appliances and consumer electronics brand, has launched its latest TVC based on the recently launched self cleaning technology air conditioners in India.
Created and conceptualised in collaboration with Zero:Zero Creative Solutions, the TVC will run across TV channels including leading English, Hindi, GECs and other regional entertainment, movies and music channels. Additionally, Haier is also an associate sponsor for IPL 2018, therefore, the new TVC will be exclusively aired during the IPL matches as well.
The TV commercial focuses on the USP of the new range of Haier air conditioners, which is the self-cleaning technology, an industry first by Haier in India. This new technology enables users to maintain and clean the evaporator unit of the air conditioner with minimal efforts by just tapping on a button.
The TVC comprises of different situations, such as a man sitting in his living room, who is a little under the weather and is sneezing constantly; then comes another person relaxing in his plush home, on the sofa, reading a magazine, who too is down with cough and cold; moving ahead to a couple from a modern contemporary family sitting in their bedroom blowing their noses together. To their rescue comes a team of two, a doctor and a nurse with surgical masks hanging in their necks and warning these people about the hazards of unhygienic and contaminated air flow through their ACs resulting into their ill-health. This further proclaims that having a Haier self-cleaning technology air conditioner in the household can help in avoiding such situations/health problems with a clean and bacteria free airflow.
Haier India president Eric Braganza says, “We are glad to announce the launch of this new TVC in India. Pioneering the concept of self cleaning technology in India, our aim is to provide a clean and hygienic environment to our consumers in their homes, with the introduction of this new range of air conditioners. Through the TVC we intend to reinforce and strengthen the brand connect with the consumers and familiarise them with the concept of self-cleaning technology.”
Zero:Zero creative solutions partner Kumar Subramaniam adds, “Most people expect an AC to deliver just cooling. Our creative approach shows how this shortsighted this is. After all, cooling is of no use, 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.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
