Rediffusion crafts a new narrative for Liebherr

Liebherr Refrigerators opens up a whole new world of intuitively designed life innovations that make every day easier. From ‘Hands Free Opening’ that allows you to open the door with just a gentle push of a foot to the ‘Lever Handle’ that lets you open the refrigerator door with a slight push of your finger. From ‘Hot to Cool’ where you can put boiled milk straight from the burner into the refrigerator to ‘EasyFresh’ that ensures freshness for a longer time. It’s innovations in the refrigerator category Liebherr is at its simplest best this summer. The features are showcased through four freshly crafted films by Rediffusion that are being aired during IPL. The story revolves around the life of two kids who cleverly win playful bets amongst each other on who will get to bat first. The campaign highlights Liebherr’s fresh ideas in a funny, innocent and playful manner.

Kapil Agarwal, Managing Director - Sales, Liebherr Appliances India said, “Through our campaign, we aim to harness nostalgia and innocence to forge a genuine connection with the Indian consumers. By tapping into the childlike joy within us all, our message should resonate on a profound emotional level. In today’s cluttered mediascape I feel our communication approach is a refreshing departure in the refrigeration category “

Added Pradipta Roy, Team Lead – Communications & Brand Management, Liebherr Appliances India, "At Liebherr appliances, innovation is our cornerstone. Our latest range brings unmatched convenience to Indian homes, inspired by 'Love Fresh Ideas. Love Liebherr.' To bring our story to life, we have created these captivating videos that showcase the benefits of our product innovations involving India‘s future heroes – Kids and against the backdrop of India's favorite sport – Cricket! “

Pramod Sharma, National Creative Director, Rediffusion Brand Solutions explains the creative thought saying “Liebherr is a technology leader with innovations that amaze and delight consumers. In this summer campaign we have tried to capture the consumer delight through easy banter and high relatability. The twosome friends are playful and endearing. And through their interactions the new product features are highlighted. We believe the lady of the house will love our line-up and enjoy our ads”.
 
For a company that has been perfecting the art of preservation since 1954, the launch of these fresh innovations is another step in its long list of technologies that make modern homemakers’ life easy. Innovations that are useful and helpful.

Features of Direct Cool
Hands-free opening:
This intuitively designed innovative life solution allows one to open a refrigerator door with just a gentle press of a foot, without even using their hands. It is an industry-first technology, and a game-changer.

Features of Frost Free
Lever Handle:
Struggles of opening vacuum-sealed refrigerator doors will be passé with 70% lesser pull force. This lever handle mechanism helps operate even the heaviest of doors with 70% lesser force compared to fixed handle doors.
 
Hot to Cool:
Boiled milk straight from the burner to the refrigerator without worrying about a thing! The moment you place that hot milk inside our refrigerator, the 'category first' intuitive technology activates booster air vents that send strong frigid air towards it to cool it down without affecting the surrounding food or spoiling the milk.
 
EasyFresh Technology
The unique moisture management system is the integral part of EasyFresh technology which is powered by DuoCooling.
Opening the refrigerator door multiple times affects the moisture content inside the refrigerator, which in turn affects the freshness of fruits and vegetables. Liebherr’s intuitive technology locks the moisture inside the fruits and vegetables compartment, ensuring freshness for a longer time.