Rediffusion and Liebherr unveil campaign with Neena Gupta

Liebherr Refrigerators has introduced a fresh perspective on everyday convenience with its latest campaign, featuring veteran actress Neena Gupta in a central role.

Showcasing a range of smart innovations designed to simplify daily routines, the campaign brings to life the ease and functionality of Liebherr’s advanced technology.

Bringing ease to modern living, Liebherr’s advanced features redefine functionality. ‘Hands-Free Opening’ allows users to open the refrigerator door with a simple push of the foot, while the ‘Lever Handle’ ensures effortless access with a light push of the finger. ‘Hot to Cool’ let’s boiled milk go straight from the burner into the fridge, offering enhanced convenience and freshness.

Created by ad agency Rediffusion, the campaign unfolds through three engaging films that capture the lighthearted and relatable moments between a saas (mother-in-law) and her bahu (daughter-in-law). Leading the narrative with her trademark warmth and authenticity, Neena Gupta perfectly embodies the modern yet traditional saas, making the interactions feel real, endearing, and effortlessly engaging.

“By blending functionality with warmth through relatable, heartfelt stories, we aim to connect with our consumers on a deeper level, making Liebherr not just a product but a part of the family, as we showcase how our appliances simplify daily life and become trusted companions in every home,” says Kapil Agarwal, Managing Director - Sales, Liebherr Appliances India.

“This campaign is version 2.0 of Rediffusion’s initial campaign for Liebherr that did wonders for the brand. We have maintained the same tonality and language for the brand. Earlier it was two friends, this time we created drama around Saas and Bahu. When we narrated the script to Neena Gupta she loved them and agreed to be our brand's ambassador. She is apt for the TG we are talking to and research amongst the group highlighted her name as the unanimous choice for a mother-In-law. The films showcase innovative features like hands-free opening and hot-to-cool technology that simplify everyday life and seamlessly integrate into the modern home,” says Pramod Sharma, National Creative Director at Rediffusion.