Haier turns star partner for Telugu blockbuster Mana Shankara

MUMBAI: Haier Appliances India is turning up the spotlight, this time not in a showroom but on the silver screen. The global major appliances leader has signed on as the official appliance partner of the much awaited Telugu film Mana Shankara Vara Prasad Garu, set for a grand theatrical release today.

For Haier, this is not just a cameo appearance. It is a confident stride into popular culture, where cinema meets everyday living. The film brings together a powerhouse cast including megastar Chiranjeevi, Nayanthara and Venkatesh Daggubati, making it one of the most talked about releases of the season.

The brand’s presence begins early, with clear visibility in the trailer unveiled on 4 January. From there, Haier slips naturally into the story. Its Lumiere refrigerator and Mini LED television appear as part of the film’s home settings, blending into scenes that feel familiar, lived in and distinctly modern.

Rather than shouting for attention, the products quietly mirror contemporary Indian homes, where style, comfort and smart innovation share the same space. It is product placement with a pulse, designed to feel organic rather than ornamental.

This partnership also signals Haier India’s growing focus on regional cinema with national reach. Telugu films, known for their loyal fan base and cross generational appeal, offer a cultural canvas that stretches far beyond state borders.

By stepping into a blockbuster narrative, Haier is doing more than promoting appliances. It is placing itself inside moments people remember, scenes they discuss and stories they take home after the lights come up. In the process, the brand continues to shift from being a functional choice to a familiar presence in the everyday lives and aspirations of Indian consumers.