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Tag: CK Birla group

  • Orient Electric, part of the USD 1.8 billion CK Birla group

    Dhoni turns his world upside-down in Orient Electric ad

    By A Correspondent

     

    Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote its brand Aeroslim. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. The new TVC creative by Contract Delhi and Oink Films features Orient’s brand ambassador MS Dhoni.

     

    Said Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric Limited: “Aeroslim is world’s slimmest smart fan loaded with umpteen features and Inverter technology for saving energy. It can be controlled by the Orient Smart App or via voice commands using Alexa and Google Assistant. Our 360-degree marketing campaign for Aeroslim kicks in from today, starting on social and digital platforms eventually leading to a full-fledged campaign by February.  I am sure that our TV ad, featuring beautifully composed jingle and visuals, will capture the audiences’ attention and create a lot of excitement. We have also worked out a robust TVC campaign flanked by print & cinema.”

     

     

  • Swati Bhattacharya is responsible for the Group’s Communication and Brand strategy and will help shape the company’s narrative

    CK Birla Group appoints Swati Bhattacharya as Group Brand and Communication Head

    By A Correspondent

     

    The CK Birla Group announced the appointment of Swati Bhattacharya as Group Brand and Communication Head.

     

    Bhattacharya will be responsible for the group’s communication and brand strategy and will help shape the company’s narrative as it moves towards the next chapter in its story of value creation. She comes to CK Birla from General Motors India, where she had served as Vice President of Corporate Communications. She was earlier Vice President- Corporate Relations, Public Affairs and Branding with Ingersoll Rand and Head of Corporate Relations at Agilent Technologies prior to that.

     

    Commenting on her appointment, Bhattacharya said: “I am pleased to join the CK Birla Group, one of India’s oldest and well-respected business houses. The Group’s enriched legacy and strong commercial footprint has delivered outstanding growth and value for its stakeholders. I look forward to building upon that legacy and reputation.”

     

  • The new brand campaign featuring MS.Dhoni draws attention to multiple benefits of LED batten over conventional tube light which include better light, energy savings and longer lifespan

    MS Dhoni vouches for benefits of LED Batten for Orient Electric

     

     

    The ads are all over television. In fact just just too many times for our liking in a one-hour duration on India Today channel on Thursday evening. But then when you’ve got longstanding brand ambassador MS Dhoni on board, may as well milk the opportunity.

     

    Orient Electric, part of the CK Birla group, has launched an integrated advertising campaign with Dhoni for its range of LED Battens. The campaign features a TV ad that shows Dhoni being playfully picked on by his niece for not putting an end to the misery of flickering tubelight and upgrading to Orient LED Batten which comes with ‘No Choke, No Starter and No Flicker’, and ensures better lighting with significant cost savings.

     

    Commenting on the launch of the integrated campaign, Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric said: “It all started with our quest to find what’s next after LED Bulbs. The second biggest consumer lighting product even today is the conventional tube light with its choke, starter and its impending problem of flickering, which we all have faced in our lives. We realised that our communication around LED Batten ‘No Choke, No Starter and No Flicker’, could be a potential game changer.

     

    Added Mayur Hola, Executive Creative Director, Contract Advertising, Delhi: “This one lit a bulb straight away. The brief was crystal, we knew the exact bone of contention (a flickering tube light) that needed to be played up. And we went straight for it, MSD in tow. This is also the inception of the entire LED Batten category, no brand has set foot there yet in terms of communication. It’s a big opportunity that Orient and Contract spotted in time and I’m sure it will do the job in taking the lead here.”