Mumbai: In line with its marketing strategy for the summer season, Orient Electric, part of the USD 1.8 billion CK Birla Group, has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new range of IoT-enabled air coolers.
Saurabh Baishakhia, Sr. VP and Business Head, Home Appliances, Orient Electric Limited said, “We are continuously focusing onusing technology led innovation to create the differentiation that the new age consumers expect.By introducing a complete lineup of IoT-enabled air coolers which can be controlled viaOrient Smart mobile app and voice assistants (Alexa & Google Assistant), we have clearly created a differentiator in the segment. The new TV commercial brings out the characteristic features of our air cooler range by means of a witty dialogue between MS Dhoni and Chikki. I am sure that this TV spot will capture the audience attention and create a lot of excitement aboutOrient’s IoT-enabled air coolers.”
Sagar Mahabaleshwarkar, CCO, Contract said “It’s not just talking about a new range of coolers but also the fact that it comes from the house of Orient. Which is why it was imperative to use the larger narrative that has been used for Orient Electric time and again, that of MS Dhoni and his on-screen niece ‘Chikki’. And subsequently humanise all the innovative features of the coolers within it.”
Souvik Datta, ECD, Contract Delhi added, “MS Dhoni is known as Captain Cool and that’s known to all. And this alias nicely summarises the values we would want Orient coolers to stand for. So, we just created a moment, where a parallel is drawn between Captain Cool and Orient coolers in a simple and charming way.”
The new TV ad will be strongly flanked by print and digital.
TVC Credits –
Brand: Orient Electric / Brand Custodian: Anshuman Chakravarty / Creative Agency: Contract Delhi / Production House:Paper Planes Pictures
Watch the TVC here: