Mumbai, October 2026: Liebherr Appliances India has unveiled a new brand film, “Mispronounced by Everyone. Loved by All.”, which turns into an engaging brand-awareness hook. Built around a simple, familiar observation: in a country as diverse as India, the name of the global German brand can sound different from one region to another. The film takes a heart-warming look at this, using everyday moments across Indian households to introduce consumers to Liebherr and the innovations that make its refrigerators suited to different lifestyles and needs.
The film takes a light-hearted approach in a diverse country like India, where people may recognise a product before knowing exactly how to pronounce its name. As the story unfolds across different households, Liebherr is pronounced in various ways, from “Lyber” to “Lieber”, capturing the regional differences that make the idea relatable. Rather than making pronunciation a matter of getting it right or wrong, the film embraces these variations with humour, eventually ending by revealing the correct pronunciation, “LeeBh-err”. Along the way, it also brings Liebherr’s refrigerator innovations and everyday conveniences into focus, helping consumers connect the name with the product behind it.
Commenting on the campaign, Kapil Agarwal, Managing Director, Sales, Liebherr Appliances India Pvt. Ltd., said, “India is a market where every region brings its own language, expressions and way of life. With this campaign, we wanted to embrace that diversity and bring a little humour into the way people experience our brand. While our name may be pronounced differently across households, what matters to us is that consumers recognise the thought and innovation behind our products”
Set across a pan-India narrative and five household settings, the film brings Liebherr’s product features into familiar moments that seamlessly integrate Liebherr’s key product innovations into daily routines.. In Punjab, a family uses the Hot to Cool feature to store freshly boiled milk directly in the refrigerator. In Bengal, an elderly woman opens the refrigerator with just her little finger, demonstrating the ease of its Lever Handle. In Andhra Pradesh, a young couple enjoys fresh produce, highlighting the FreshBreeze technology, which releases a fine mist in the vegetable compartment to help keep fruits and vegetables fresh for longer.
Speaking about the creative thinking behind the film, Pramod Sharma, National Creative Director, Rediffusion Brand Solutions, said, Liebherr is a brand that people have always loved, even if they haven’t always pronounced it right. We saw a beautiful advertising opportunity in this everyday truth. Instead of correcting people, we decided to celebrate the affection behind the mispronunciation. The result was a brand film built on a simple, relatable insight: you don’t always have to get the name right to get the love right. With ‘Mispronounced by everyone. Loved by all,’ we turned a brand challenge into a charming story that celebrates Liebherr’s place in people’s lives. For us, that’s the power of a good creative idea—it finds a human truth in the most unexpected place and turns it into a brand asset.”
The film captures a father-daughter moment in a semi-urban household, where the father uses the Hands-Free Foot Pedal to open the refrigerator while carrying groceries. His daughter’s gentle correction of how he pronounces the brand’s name adds a touch of humour to the scene. In another setting, a homeowner surprises her guest by revealing a Fully Integrated Refrigerator concealed behind the kitchen cabinetry, showing how the appliance fits seamlessly into a modern kitchen.
With the central thought “Mispronounced by Everyone. Loved by All.”, Liebherr brings the campaign’s message to life: Liebherr may be pronounced differently across India, but everyone appreciates its innovations.
About Liebherr
Liebherr Appliances India is part of the global Liebherr Group, a diversified technology company operating across 13 product segments in more than 100 countries. Refrigeration and freezing is one of the Group’s core product segments. In India, Liebherr Appliances has steadily built a strong position in India’s premium refrigeration category, with 95+ SKUs across its Direct Cool and Top Mount portfolios, available in 20+ finishes and patterns. The portfolio combines German engineering with India-centric innovations, including Handsfree Opening, Hot to Cool, FreshBreeze, and DuoCooling, designed to address everyday usage patterns in Indian households.
