Haier India puts media mandate under review, calls pitch worth around ₹100 crore
CE DESK 
Haier India has put its media mandate under review, inviting agencies to pitch for an account valued at around ₹100 crore, as the appliance brand looks to enhance its marketing effectiveness and scale its media investments in line with strong business growth. The review comes as Haier India’s sales rose 30% in FY25, prompting the company to reassess its media partnerships and strategy for the next phase.
The pitch is open to full-service media agencies capable of handling end-to-end media planning, buying and performance measurement across television, digital, print, out-of-home (OOH) and emerging channels. Haier India is seeking partners who can bring data-led planning, advanced analytics and integrated campaign execution to support its portfolio across air conditioners, refrigerators, washing machines, televisions and small appliances.
As part of the brief, the brand is emphasising the need for strong digital capabilities, including programmatic, social, search and performance marketing, alongside traditional media expertise. Agencies are expected to demonstrate experience in consumer durables and appliances, with a clear understanding of seasonal demand patterns, retail media, e-commerce and omnichannel consumer journeys.
The review is being conducted through a structured pitch process, with shortlisted agencies expected to present their strategic approach, team structure, measurement frameworks and case studies relevant to Haier’s categories and target audiences. The timeline for the pitch and final appointment has not been disclosed, but industry sources indicate that Haier India is looking to finalise its new media partner in the coming weeks.
The move signals Haier India’s intent to professionalise and scale its media function as it competes more aggressively with peers such as LG, Samsung, Whirlpool and Voltas Beko in a fast-growing durables market. With marketing spend rising in tandem with sales, the brand is looking for a media partner that can balance reach, efficiency and performance while supporting its push into premium segments, smart appliances and connected home ecosystems.
