Scarecrow Communications creates Remotu Kaka! for Haier India’s Smart Eye AC launch

Haier, the global leader in Home Appliances & Consumer Electronics has a released a mega pan-India campaign to launch its flagship product, the Smart Eye air conditioner with inverter technology. The campaign has been conceptualized by Scarecrow Communications, Delhi and directed by Pradeep Sarkar of Apocalypso Films.

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The TVC features Vaibhav Mathur in the role of ‘Remotu Kaka’, whose job is to keep adjusting the AC in an exotic haveli filled with eccentric royal characters. To keep the airflow directed on a Rajmata (Senior queen) who plays polo in an electric chair, Remotu Kaka has to manually keep fiddling with the vents! When the princess shivers in her bedchamber at night due to a sudden dip in temperature, Remotu has to step in and increase the AC temperature! Things change when the ‘progressive prince’ brings Haier Smart Eye AC into the haveli. Now, AC does everything on its own. It changes air flow direction based on the Rajmata’s position. It automatically increases the temperature at night when it gets too cold for the princess. And also, maintains the cooling even when the number of people in the room increase. This ensures that Remotu stays relaxed throughout the day. It ends with an aggressive tagline – Ab Baaki AC ki taisi! (Translated: Other ACs can go to h***) The casting is interesting with Jugal Hansraj, as the prince and acclaimed Bollywood and TV actress, Rukhsar as the princess.

The TVC stars striking characters with unforgettable quirks. From Remotu Kaka who wears a jacket studded with remotes to the family wielding Japanese paper fans! Even the entry of Haier Air Conditioners in the film is unique – it’s escorted into the palace placed in a series of royal palanquins. What binds it together is Chetan Shashital’s memorable wry Haryanvi baritone.

Eric Braganza, President, Haier India said, “Haier has always been a market leader in the segment of air conditioners in India owing to the customer inspired innovation philosophy that is true to our DNA. As we now step into the summer season, the demand of air conditioners will considerably increase, therefore, our aim is to create a top of mind recall amongst consumers for Haier air conditioners through the launch of this TV commercial. It is targeted towards consumers who intend to upgrade or purchase a new home appliance that is efficient and adds extra comfort to their lives. The TVC will help Haier build a strong connect with the consumers and would further motivate the brand to serve consumers with better and improved solutions.”

Raghu Bhat, Founder Director, Scarecrow Communications said, “We wanted to indelibly position Haier Smart Eye as the most intelligent AC. We also wanted to polarize the market by creating the most disruptive and most likeable AC commercial of the season. ‘Remotu Kaka’ is a creative device that conveys that one doesn’t need a remote to operate the AC. It also gives a shareable consumer takeaway that will help amplify conversations. We have used vivid visual demos to bring alive differentiated features like 50 feet cooling and Human Sensor.”

Anuj Mehtani, Vice President, Scarecrow Delhi said, ” AC as a category is getting hyper competitive. At the same time Haier, which has an ambition of getting into top considered brands needed a radical solution. This revolutionary product gave us the opportunity to build a story to tackle these dual tasks. We used the insight – To adjust cooling is the biggest nuisance in summers.”

Iraj Fraz, Executive Creative Director, Scarecrow Communications, Delhi said, “The central character was born out of a simple truth: there’s a Remotu Kaka in all of us. We battle for the AC remote all the time – and it involves a lot of sweat, tactics and egos. But Haier’s Smart Eye AC does everything you need an AC to do automatically, unlike all other average ACs. And thus the tagline, ‘Baaki AC ki taisi!’.

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