Work hard in silence and let your success make the noise is an adage we’ve all heard. Haier is highlighting Indian women who embody this thought in a fierce campaign.
The brand has launched a series of new TVCs titled ‘Perform Big, Silently’ featuring notable women highfliers – Indian mountain climber – Dr. Arunima Sinha; India’s first woman commando trainer – Dr. Seema Rao; Indian Female Chess Grandmaster – Harika Dronavalli; and Female Mountain Biker – Anissa Lamare.
Building on their successful ‘silent performers’ campaign from last year, the ad film features four trailblazing women who ‘perform big, silently’. The campaign draws a parallel with Haier’s own washing machines which do the same – ‘perform big, silently’.
The campaign acknowledges the determination and efforts of Indian women achievers and athletes who let their work speak for everything and have made India proud at the global stage with their triumphs.
The new TVCs channel the power of being a silent performer and give a peek into the challenges, conviction and strength of each woman achiever –
Dr. Arunima Sinha, the world’s first woman amputee to climb Mount Everest in 2013, a train accident did not stop her and made her dreams even bigger. She is now an inspiration for all amputees around the world to think big and achieve it with passion.
Dr. Seema Rao, India’s first woman commando trainer and India’s wonder woman having trained Indian Armed Forces for over two decades without compensation – broke the stereotype of the society and owned bigger with her dreams and achievements
Harika Dronavalli, Indian Chess Grandmaster who has won three bronze medals in the Women’s World Chess Championship, Arjuna Award, and Padma Shri – proved that school and age have nothing to do with big achievements because big move starts within you. She is the second Indian woman to become a grandmaster
Anissa Lamare, India’s first and only female downhill racer with her dose of courage, dominated a male-driven downhill racing sport and left big impressions on the trail reserved for men
These women have not been swayed by camera flashes and red carpets, but have let their work speak for everything. Each of these women have emerged victorious in their respective fields through working hard and staying humble.
Through the films, Haier showcases the power of keeping a low profile and performing well, just like its appliances do. The campaign highlights these achievements and gives voice to these inspirational women, who have delivered day in and day out – performing big, silently.