ITV

Tag: Eric Braganza

  • Haier India president Eric Braganza set to retire after 12-year stint

    Haier India president Eric Braganza set to retire after 12-year stint

    Mumbai: Home appliances and  consumer electronics company Haier on Thursday announced that Eric Braganza will retire as president of India operations, effective 1 January. According to a statement, Braganza will continue to serve as a consultant with the brand along with his role as president of CEAMA (Consumer Electronics and Appliances Manufacturers Association).

    The brand further announced that its senior vice president of sales and marketing Satish NS will be taking over as president of the company from 1 January 2022.

    Under Braganza’s leadership, Haier India continued to record phenomenal YoY growth over the last few years to become one of the most prominent brands in the home appliances and consumer electronics industry. His management prowess proved instrumental during Haier’s expansion in India, playing a pivotal role in establishing partnerships with some of the largest national and regional retailers in the country, said the company in a statement. “Amongst his many contributions to the organisation was creating a strong and stable team of core members and promoting the spirit of micro-entrepreneurship in them to drive success for the brand in India. From defining the brand by breaking the category clutter in the market to introducing meaningful innovations in Haier’s product range specifically designed for Indian consumers, Braganza has been behind the brand’s success story in the country,” it added.

    Braganza is a veteran in the consumer durables industry who brings along an inspiring professional experience of over 35 years and has been spearheading the organisation since September 2009. In his role, Braganza has put the building blocks, talent, and strategies in place at Haier India that serve as the foundation for the company’s continued growth for the past 12 years in the consumer durables market in India.

    “Haier is one of the most exciting, innovative and mission-driven companies, and I am honored to have led the brand in India in its growth journey,” stated Eric Braganza. “Today, the brand has made a significant impact in the market with its commitment to serve the needs of Indian customers, guided by its core philosophy of ‘Inspired Living.’ The last few years have been critical in the growth of the brand as we focused aggressively on not just expanding Haier’s market presence, but also in strengthening our customer service and improving our product line-up by increasing our investments to make Haier’s local manufacturing more robust. It’s very fulfilling to witness the extraordinary success that the brand has achieved since I joined in September 2009 and I feel confident as the brand embarks on a new chapter of innovation-led growth.”

  • Haier says to turn things straight in latest campaign

    Haier says to turn things straight in latest campaign

    MUMBAI: Home appliances and consumer electronics brand, Haier, has launched a new TV commercial featuring its revolutionary range of Bottom Mounted Refrigerators (BMRs). 

    Conceptualised around the theme of ‘India, Ab Seedhe Ki Aadat Daal Lo’, the TVC brings alive the differentiated proposition of Haier’s BMR technology in a creative way with a vision to resonate with the masses.

    Featuring glimpses of a busy Indian city, the commercial showcases how people have over time developed a habit of doing things their own way instead of following the right way. Be it trivial issues like attending phone calls in silent spaces like a yoga class or bigger concerns such as bribing officials to ensure our work gets done, we are always looking at ways of getting around the rules with ‘jugaad’. Bound together with the track, ‘Yahan Ulti Ganga Behti Hai, Reverse Mein India Rehti Hai’, the TVC reaches its climax with the narrator asking India to give up living in reverse (ulti aadatein) and embrace Haier’s revolutionary BMRs as their new refrigerator of choice. 

    The new TVC will run across 60 TV channels including leading national, regional, general interest, music, sports and news channels in eight languages.

    The commercial draws from the value add and benefits of using a BMR as against the traditional refrigerators, equating the use of the latter with numerous ‘ulti aadatein’ India has. With a BMR, consumers get the benefit of having the refrigerator part on top and the freezer placed at the bottom, to reduce the need for users to repeatedly bend while accessing commonly used items from the refrigerator.

    Haier India president Eric Braganza says, “Haier has been a pioneer of the BMR technology in India and around the world. We introduced the technology in India in 2007 with the ‘Ulte ko Seedha’ campaign and since then there have been several product design and technology changes in line with our efforts to create the perfect solution meant for today’s modern contemporary families.”

    Famous Innovations founder and CCO Raj Kamble adds, “The competition is aggressively marketing features in this category. Having done that with Haier BMR already last year, we now wanted to take things to the next level. These little upside down things that we Indians do are wrong but also quite endearing, because it’s just so us! It’s a light take on our ‘ulti aadats’ that, one of which i.e. bending down to get things from the fridge, is being corrected by Haier. Hence, the idea – “India, Ab Seedhe ki aadat daal lo!”

    Following a 360-degree approach, Haier will run all its marketing initiatives via various platforms such as electronic, print, OOH, digital and social, in-store branding, press, broadcast etc.

  • Haier launches TVC for self cleaning air conditioners

    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.”