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Haier India signs John Abraham as brand ambassador

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 03, 2010
Abraham will represent the entire product portfolio of the brand, including LCD TVs, washing machines, refrigerators and small kitchen appliances

Haier India has signed on John Abraham as its brand ambassador for two years. Abraham will represent the entire product portfolio of the brand, including LCD TVs, washing machines, refrigerators and small kitchen appliances.

Speaking about the Haier brand value and its association with Abraham, Eric Braganza, president, Haier India, says, "John represents the Haier target audience, the youth with its many attributes that include self expression, excellence, confidence, style and technology know how. John's quality and depth of work, as well as his versatility as an actor, have made him a much loved and respected actor in India today."

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To reach the consumer, the brand has launched a TVC for its LED TVs, which will go on air very soon. The brand is also preparing for various BTL activities. The ad spends are pegged at Rs 36 crore for this fiscal. Arms Crestra handles the creative duties for the brand.

Abraham, sharing his excitement at the association, says, "As a growing actor, it's always good to be associated with a growing brand which is all set to reach the global No. 1 position in a very short span of time. I am also looking forward to grow with the brand."

Haier India has maintained a healthy growth, achieving more than 200 per cent growth in Q1, 2010 over the corresponding period in the previous year; it also achieved its 2009 turnover of Rs 350 crore by the month of May 2010. Adopting an aggressive marketing strategy, Haier has recently tied up with a new call centre to further strengthen its customer response time. Among a few Chinese brands based in India, Haier has always maintained its creative visibility due to its innovative advertising and marketing strategy.