Haier’s flagship gaming tournament taps into Gen Z and millennial culture, powered by cutting-edge QD Mini LED TV technology
India, 10 July 2025: Haier Appliances India, the world’s No.1 major appliances brand for 16 years running, has officially entered the booming Indian e-sports landscape with the launch of its inaugural Haier G-League—a high-stakes, high-tech gaming tournament powered by the brand’s advanced QD Mini LED TV series. With a grand prize pool of INR 1 million and over 8,000 players competing in Battlegrounds Mobile India (BGMI), the tournament signals Haier’s strategic push into next-gen brand engagement and immersive entertainment.
This first-of-its-kind move by a consumer durables brand not only highlights Haier’s technological innovation but also its commitment to connecting meaningfully with Gen Z and millennial audiences. The G-League taps directly into India’s vibrant gaming culture, positioning Haier as more than a tech innovator—it’s now a cultural catalyst in the evolving entertainment ecosystem.
“At Haier, we’ve always believed in leading through cultural insight and consumer relevance,” said Mr. NS Satish, President, Haier Appliances India. “The G-League is more than a tournament—it’s our statement of intent to be part of the future. By engaging India’s digital-first generation through competitive gaming, we’re expanding our brand’s cultural presence and building emotional connections that go beyond traditional marketing.”
The tournament began with preliminary rounds on July 4, 2025, following registrations that opened on June 24 via Haier India’s website. The main event kicks off on July 10, culminating in a championship finale on July 20. With 2,048 teams competing in a knockout format, the event will stream live on Haier India’s official YouTube channel, offering fans a front-row seat to the action.
At the heart of the campaign is Haier’s QD Mini LED TV Series—a next-gen display solution engineered for cinematic experiences, lightning-fast gaming response times, and immersive audio-visual quality. The product’s advanced features align perfectly with the high-performance expectations of today’s gamers and digital content consumers.
This latest initiative builds on Haier’s broader Sport-O-Tainment strategy, which includes partnerships such as the Digital Streaming Partnership for JioHotstar during the Indian T20 League and Title Sponsorship of Match Centre Live during the ICC Men’s Champions Trophy 2025.
With the G-League, Haier is not only raising the bar for brand-led e-sports engagement but also redefining how technology brands can authentically embed themselves into the pulse of youth culture and digital innovation.