Why women’s sports feature prominently in Haier India’s marketing plan
The Drum speaks with Satish NS, President of Haier Appliances, to learn more about the company’s recently announced sports association and how it fits into Haier’s overall brand strategy in India.
Appliance leader Haier, continuing its association with women’s sport in India, recently announced its partnership with Bengaluru-based women’s team Kickstart FC. The brand’s association with the team is for two years – 2022 and 2023.
Haier India’s big plans for women’s sports
The team had participated in the recently concluded Indian Women’s League 2021–22 season, which was the fifth season of the championship which is known as the premier division of women’s professional football club competition in India.
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Of the recent association, Satish says, “The dedication and courage shown by the players of the Kickstart FC team shone through and compelled us to partner with the club.” Most of the players in the team come from modest backgrounds, many of them from disadvantaged backgrounds, which sometimes deters them from following their passion for football, he adds.
The partnership with the Kickstart FC team is an extension of our commitment to the “silent performer” philosophy, he says.
As a member of the association, Haier will provide the necessary equipment and resources to improve their training process to hone their skills and improve their overall performance in the field.
Haier as a company is known for supporting and providing a better platform for women in sports and therefore the current association fits well into the brand’s playbook with Haier’s “inspired life” philosophy. .
Satish adds, “Over the years, Haier has reinforced its brand message around ‘silent performers’, where it has praised the high achievers and sportswomen who have made the nation proud of their achievements and yet have remained at the fore. away from the media spotlight.
In its quest to bring high achievers and athletes to the forefront to highlight how they pushed boundaries to make India proud, Haier has teamed up with India’s top sportswomen of 2019 – Dipa Karmakar, Hima Das and Simranjit Kaur. This was followed by the 2021 ‘do it big, in silence’ campaign which featured Indian mountaineer and sports amputee – Dr Arunima Sinha, India’s first female commando trainer – Dr Seema Rao; female chess grandmaster – Harika Dronavalli and female mountain biker – Anissa Lamare.
The current partnership also demonstrates the company’s desire to support women in sport and be an ally on their journey to achieve their dreams, Satish says.
