Haier Appliances’ creative and media business up for review

According to industry sources, the size of the business is around Rs 8-10 crore

Haier Appliances, the wholly owned subsidiary of the Haier Group, has called for a creative and media pitch for its corporate duties and consumer durables range of products. MediaCom has been handling the media duties so far. Grey Worldwide is the incumbent creative agency and it has also pitched to retain the business.

Apart from Grey, Contract and Law & Kenneth are also in the run for the business and have already made their presentations.

Out of most of the Chinese companies that have set up base in India, Haier is one of the few that have been able to create visibility for itself, largely due to the advertising orchestrated for it by Grey. That is why the pitch comes as such a surprise. Says a source, “Haier is probably looking for some more strategic thought on its communication.”

Further, there is a strong likelihood of Haier empanelling more than one agency.

For the record, Haier was launched in India in December 2003 and launched an all-India promotion by August 2004, with more than 55 products across six product categories – refrigerators, colour television sets/DVDs, washing machines, microwave ovens and dishwashers.

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