MxMIndia

Tag: Orient Electric

  • The TVC features the cricketer doing a hook step to the tune of 'Orient BLDC Ghoomega, Toh India Jhoomega'

    MS Dhoni shakes a leg Orient fans

    By Our Staff

     

    Orient Electric Limited has launched a new TVC featuring brand ambassador MS Dhoni to promote its BLDC range of fans.

     

    Said Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric: “At Orient, we have been at the forefront of developing and promoting products and solutions that are good for our consumers and for the environment. Our wide range of BEE 5-star rated BLDC fans that provide up to 50% saving on electricity bills without compromising on air delivery and aesthetics is a step in that direction. We have great confidence in the potential of BLDC fans as the future of the industry which has been beautifully captured in our new campaign ‘’Orient BLDC Ghoomega, Toh India Jhoomega’. It is an earnest effort from our side at encouraging the entire country to switch to and groove to the benefits of BLDC fans. And with MS Dhoni adding his unparalleled charisma and charm to the campaign with his helicopter shot styled hook step, this film is certainly a treat for the eyes. I am sure this will grab viewers’ attention and create a lot of excitement about Orient BLDC fans.”

     

    Added Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India: “There’s no better feeling than when you switch on a fan and that cool, calming breeze hits you in the face. And for Orient’s new campaign, we made good on this insight. The brief was clear from the beginning. In a market where every competitor is talking about the functionality of BLDC fans, how can Orient stand out? For a brand that has a rich legacy and has always been known for innovation, something simple just wouldn’t cut it. We had to establish Orient as a leader in the category. So, we decided to capture that joyous moment when you switch on a fan and marry it with a catchy, energetic jingle. Taking a page from MSD’s book, we devised an elegant dance hook and created a TVC which had MSD breaking into a dance for the first-time-ever in a commercial. In the process, we managed to capture the pulse of the country while ensuring that Orient becomes synonymous with the BLDC category.”

     

  • In addition to Hindi, the TVC will also be released in Tamil, Kannada, Malayalam, Telegu, Marathi, Bengali and Punjabi

    Orient Electric highlights effects of invisible LED flicker

    By A Correspondent

     

    Orient Electric has unveiled an integrated marketing campaign to raise awareness about what it calls harmful effects of invisible flicker present in LED lights and to introduce its new range of EyeLuv LED lights with Flicker-Control Technology.

     

    Said Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric: “Our focus has always been on using technology led innovation to offer products and solutions that meet the needs and expectations of new age consumers. While lighting experts and manufacturers were aware about the harmful effects of invisible flicker in LED lights but its awareness amongst consumers was low. The Flicker Control Technology in our new EyeLuv LED range controls the harmful invisible LED flicker thus making it safer and better for overall eye health. From creating awareness around the problem to finally introducing them to the solution i.e. Orient EyeLuv LEDs, we have addressed every aspect in our new TVC. We are hopeful that this campaign will act as an eye opener for the consumers and will encourage them to check the invisible flicker in the LED lights installed in their surroundings.”

     

    Added Sagar Mahabaleshwar, CCO, Contract India: “The first thing we decided was not to see it as a typical home solution product, which is usually told through a nice life insight and an emotional benefit kind of story. We chose a serious tone because of the nature of the problem. And looked, not at the buying TG but the one on whom it would have the most impact – the child in every home, who studies long hours every night”

     

    In addition to Hindi, the TVC will also be released in Tamil, Kannada, Malayalam, Telegu, Marathi, Bengali and Punjabi.

     

     

  • The ad reinforces Orient Electric’s overall positioning of a contemporary electrical home solutions brand for the new generation of smart consumers

    Orient unveils the ‘Song of Silence’ in latest campaign for Aerostorm

    By A Correspondent

     

    Orient Electric has announced the launch of its new campaign featuring the long-standing ambassador MS Dhoni to introduce its new Aerostorm ceiling fan.

     

    Commenting on the campaign, Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric said: “Aerostorm, the second fan in our Aeroseries range after Aeroquiet, is a very novel and innovative concept for the fans industry. This fan is inspired from aerofoil design of Aircraft wings and is reinforced with winglet technology which further helps in sound reduction and giving an astounding air delivery of 300 CMM. We have tried to depict the same in the newly launched TVC by making it edgy, arty, and visually appealing. Orient Electric has delivered many stimulating campaigns in the past but the depiction of this one on screen is nothing less than a treat for the eyes. I am sure that our new TV ad will capture the audiences’ attention and create a lot of excitement about the entire range of Aeroseries fans.”

     

    Added Mayur Hola, Executive Creative Director & Executive Vice President, Contract Advertising: “For this spot in particular, we let everything affected by the new Aerostorm sing, but for the fan. With the strong air delivery of Aerostorm fan, every little or big thing flutters or moves thus creating its own music and we have tried to capture the same by creating the ‘Song of Silence’. It’s a song in praise of a great product. Creating something like this wasn’t easy but we’re happy that we have an end product that looks good and sounds pleasing.”

     

     

  • 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.”

     

  • Maintaining the numero uno position in the fan segment will continue to be the topmost priority

    Orient Electric appoints Lodestar UM as Media AoR

     

     

    Following a multi-agency pitch, leading electrical solutions company, Orient Electrichas appointed Lodestar UM as its media Agency On Record (AOR). The account will be handled out of Lodestar UM’s Delhi office.

     

    Speaking on the partnership, Anshuman Chakravarty, Head Brand & Corporate Communications – Orient Electric, said: “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”

     

    Added Hema Malik, COO, Lodestar UM Delhi: “Orient Electric is positioned at a crucial juncture in their growth path and the stakes are high. The success of our partnership will determine much of the future trajectory of the company. Lodestar UM with its proven planning process, coupled with deep insights and solutions led approach will strive to create a strong and differentiated go-to-market strategy – cutting through the clutter and me too media activities.”

     

  • The agency rolled out the new communication for the brand on September 1, 2016

    DigitasLBi wins digital mandate for Orient Electric

    By A Correspondent

     

    Following a multi-agency pitch, DigitasLBi has bagged the digital mandate for Orient Electric, a market leader in the home electrical solutions industry. Being handled by agency’s Delhi office, the mandate involves developing a comprehensive communication strategy for Orient Electric and increasing its digital footprint across channels. The agency rolled out the new communication for the brand on September 1.

     

    In making the selection, AnshumanChakravarty, Head Branding & Corporate Communication, Orient Electric said, “We are excited about our association with DigitasLBi and see them as a perfect partner to lead our digital strategic initiatives. The way information is consumed nowadays has drastically changed with the sweeping digital transformation. We are confident that their thorough understanding of the digital landscape will help us achieve consistent branding and improved customer engagement in line with our business objectives.”

     

    Commenting on the business win, Vineet Singh – Client Partner, DigitasLBi said “Orient Electric has always brought smart solutions to its consumers via continued evolution. We at DigitasLBi are extremely excited to become a part of their journey and help augment their vision. Our insights, our proprietary tools and our strategic creative approach will help us enable Orient Electric to further develop an integrated approach towards reaching their consumers in the digital space.”

     

  • Extends association with Mahendra Singh Dhoni as its Brand Ambassador

    Orient Electric’s new brand campaign urges all to switch to LED lighting

    By A Correspondent

     

    Orient Electric, part of USD 1.6 billion diversified C K Birla Group, has launched an integrated brand campaign for LED Lighting. The campaign featuring Mahendra Singh Dhoni urges Indian consumers to shift completely from conventional to LED lighting and highlights the ability of Orient Electric’s LED lighting to offer significant savings on electricity bills. With the launch of the campaign, Orient Electric is also expanding its portfolio of LED lighting to reach out to the mass market.

     

    Explaining the rationale behind the TV campaign, Rakesh Khanna, Chief Executive Officer, Orient Electric said, “Today, consumers understand and accept that LED is a superior technology, runs longer and consumes less power. However, many of them are yet to switch lighting at their homes and office to fully LED. This is depriving them of real benefits and maximum savings on their monthly electricity bills. Through this campaign, we want consumers to adopt LED lighting more holistically. Our new range of LED lighting products is also in line with this thought and reflects our confidence in the potential of LED as the future of the industry. “

     

    Alok Lall, Executive Director, McCann Worldgroup said, “With the increased competition in the home lighting space, not only was a strong proposition required, but also a creative that’s cutting edge to break through the clutter. McCann Worldgroup has attempted just that, with its unique treatment and tone of voice that is sure to get heads turning in the marketplace and get Orient Electric and its LED lighting range noticed. In addition, the usage of celebrity is also a break from the mundane, where the chemistry of our star character ‘Chikki’ along with M.S. Dhoni plays a big role.”

     

    Puneet Dhawan, Sr. VP and Head of Lighting Business at Orient Electric said, “Today, lighting is not seen as a product but as a wholesome package where design, aesthetics, functionality, efficiency, output, longevity, all come together. In India where voltage fluctuations and umpteen variables play a part, it is important that we develop products that meet market requirements. Our LED products are designed to withstand power supply variations in a much better way which adds on to the life of the product. Our established competence centre works on various elements but largely focuses on the electronics and design of drivers and PCB for LED products. The new LED lighting range is in line with our brand promise to provide smart and innovative lighting products which delight our consumers. Besides consumer lighting solutions, we have also added a new range of outdoor lighting solutions covering Streetlighting, Floodlighting and Landscape lighting applications. We are making strong inroads into the LED lighting segment and this campaign will reinforce our definitive positioning.”

     

    The TVC will run for four weeks and will be strongly flanked by print and radio advertisement and active engagement through digital touch points.