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China-based home appliances and consumer electronics firm Haier has launched a new commercial for India called ‘Silent Performers’. Created by Indian independent agency Famous, the film draws a parallel between Haier washing machines and Indian sportswomen – gymnast Dipa Karmakar, sprinter Hima Das and boxer Simranjit Kaur – known more for their accomplishments in their respective fields than for being loud or flamboyant.

The campaign will include a print and digital leg while the film will air on leading television channels including those in regional languages. Haier Appliances India senior vice president of sales and marketing NS Satish said: “Our new washing machine series is an innovative solution designed for customers that promises durability while making their lives easier and efficient. 

“The TVC is created to highlight the achievements of our leading sportswomen who have brought so much pride to all Indians. It also tends to strongly connect with our customers and build a strong brand recall with them.”

Famous founder and chief creative officer Raj Kamble added: “We were working with a very simple yet innovative product – a washing machine that does what it does in the most efficient and silent way possible – and wanted to highlight this feature in a creative and engaging way.

“Given how interesting the product was we thought of creating a film that highlights the achievements of some of the strong personalities in our sports industry today who have silently strived for perfection in their respective fields and hence, inspired everyone around them.”

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