afaqs! news bureau

Honda and Haier showcase the power of silence

Two-wheeler brand Honda Motorcycle and consumer electronics brand Haier, have launched new campaigns, both highlighting the recent transformation in their products making them 'noiseless' when in use. It accentuates the fact that it's time to get rid of the noisy products and adopt silent tech-savvy products.

Honda Motorcycle and Scooter India has released a 360-degree campaign — ‘A Quiet Revolution’ that showcases the paradigm-shifting Activa 125 BSVI – Honda’s first two-wheeler in the BSVI era.

The campaign, conceptualised by Dentsu One, a Dentsu Aegis Network division, features the Power of Silence coming from Honda’s globally acclaimed Enhanced Smart Power (eSP) technology for a silent start and smooth eco-friendly ride. The campaign is based on the human insight that from birth all of us hear two words — “keep quiet”. The TV commercial shows actor Akshay Kumar re-telling his personal experience with these two words.

On the other hand, consumer electronics brand Haier’s latest TV commercial reflects ‘Silent Performers’ featuring sportswomen, Hima Das, Dipa Karmakar and Simranjit Kaur.

Haier’s new super silent washing machine is an addition to the company’s innovative products designed to make the consumers’ lives easy and efficient. The direct motion motor integrated into the new front load washing machines allows for reduced vibrations and low noise level for the Indian customers. The film is created in collaboration with Famous Innovations.

The TVC highlights Haier’s long-standing relationship with Indian consumers and the brand’s constant focus towards revealing new technologies while cementing its position as a market disruptor. Through the lives of India’s leading sportswomen – Dipa Karmakar (artistic gymnast, Olympian, Khel Ratna awardee), Hima Das (sprint runner, Arjuna awardee) and Simranjit Kaur (Indian boxer) — the television commercial finds common ground between Haier’s new washing machine and the sportswomen’s dedication towards striving for perfection while following their passion despite the challenges and making a mark for themselves in their respective fields.

Both the brands have showcased the 'power of silence' in their new products through the campaigns. So, could we say silence has become a proposition in both the ads?

Carlton D'Silva, chief executive officer and chief creative officer, Hungama Digital Services, states, “The Honda commercial targets the more socially responsible audience and hence takes the route of silence in an otherwise noisy world of scooters. I would have cast a younger protagonist but I guess they wanted to use their brand ambassador for greater reach. The Haier commercial is spot on. The connect and the message so very true to today.”

Raghu Bhat, co-founder, Scarecrow M&C Saatchi, says, “Silence has many implied associations and most of them are positive. So it's not surprising that brands always want to make it part of their brand idea. We still remember the famous campaign for Daikin ACs with the tagline, ‘Complete silence’. In many cultures, silence is a symbol of wisdom. It also stands for effortless performance. To achieve silence is also a sign of technological superiority as typically, machines do produce sound. Noise reduction also means minimalism and simplicity, which is typically the preserve of premium brands.”

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