Liebherr Appliances India has launched a new brand film, ‘Mispronounced by Everyone. Loved by All’, built around the many ways Indians say the German appliance brand’s name. Households across the country call it ‘Lyber’ or ‘Lieber’, before the film finally reveals the correct pronunciation, ‘LeeBh-err’, while using each situation to showcase a refrigerator feature.
The film moves through five household settings. In Punjab, a family uses the Hot to Cool feature to store freshly boiled milk. In Bengal, an elderly woman opens the fridge with her little finger using the Lever Handle. A young couple in Andhra Pradesh relies on FreshBreeze technology, which releases a fine mist to keep fruits and vegetables fresh for longer. In a semi-urban home, a father opens the door with the Hands-Free Foot Pedal while carrying groceries, as his daughter corrects his pronunciation. Another scene reveals a Fully Integrated Refrigerator hidden behind kitchen cabinetry.
Kapil Agarwal, managing director of Sales at Liebherr Appliances India, said every region in India brings its own language and expressions, and the campaign embraces that diversity with a touch of humour. While the name may sound different in every home, what matters is that consumers recognise the thought and innovation behind the products.
Pramod Sharma, national creative director at Rediffusion Brand Solutions, said the team chose to celebrate the affection behind the mispronunciation instead of correcting it. The insight is simple: you don’t always have to get the name right to get the love right.
