Tribute to silent performers



Sportsperson endorsing sportswear brand is a common thing, but when I saw Haier’s latest advertisement, it turned out to be unusual. Can you expect sportswomen promoting washing machine?
Washing machine; symbol of homemaker and sportswomen seems to be an odd combination but Haier turned this collaboration into a creative campaign.
Haier, China-based electrical appliances company launched Direct motion washing machine. Described as latest technology machine with powerful functioning, it’s Unique selling proposition (USP) is ‘No noise, only performance’.
In their TVC, they bring together the lives of Dipa Karmakar – gymnast, Hima Das – sprint runner and Simranjit Kaur – boxer and saluting these ‘Silent performers’. Endearing similarity between sports-stars and brand is highlighted as these sportswomen through their hard work and commitment brought laurels and medals for our country. In the same way, Haier has always maintained long-standing relations with Indian consumers and its constant focus is towards revealing new technologies and providing better services.
As the story unfolds in TVC, we see these athletes practicing hard. Despite their impeccable achievement, they are devoid of all media attention but this fact does not stop them from working hard and they remain strongly focused on the pursuit of goals and ambitions. Haier comes into the picture at the end of their silent day as the silent washing machine with the promise of ‘No noice, only performance’.
Performance is all about focus and a true #SilentPerformer always deliver, without making any noise and fuss.
Striving for perfection while following their passion despite unimaginable challenges is the commonality between Haier’s mission and sportswomen’s dedication. It highlights the philosophy of performing while becoming an inspiration for many. The advertisement video does not use any kind of voice-overs, background-score or jingles, which add prominence to ‘silence’ which they promise.
Amalgamating Haier’s inclination towards the best, brand’s philosophy of ‘Inspired living’ coincides with sportswomen who have motivated and become inspiration of many budding athletes in our country.

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