Haier India: The Upside-Down Solution

Varchas Sinha, Yousuf Rangoonwala

Consumer durables and electronics brand Haier used humour to turn the refrigerator category upside-down, increase enquiries and improve brand visibility in India.

Campaign details

Brand: Haier IndiaBrand owner: HaierLead agency: Famous InnovationsCountry: IndiaIndustries: Home appliancesMedia channels: Print, Sponsorship - media, TelevisionBudget: 1 - 3 million

Executive summary

This is the story of a brand trying to sell an upside-down refrigerator as the right kind of refrigerator. The campaign had the unenviable task of telling Indians that they are using 'wrong' refrigerators. The insight for the campaign was that Indians believe what they do is always right, even if it is wrong or inconvenient to others.

We took the risk...

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