MUMBAI: Orient Electric, part of the diversified $3 billion CK Birla Group, has recently launched its winter campaign ‘Fatt Se Garam’ to promote its water heaters. The campaign is designed to resonate with young millennials, emphasising speed, convenience, and innovation in heating solutions. The phrase encapsulates the proposition of quicker water heating powered by Whirlflow Technology, which delivers 20% more hot water output.
The ‘Fatt se Garam’ campaign features a multi-channel approach, with engaging social media content, CGI videos, and impactful influencer collaborations, along with a presence on e-commerce platforms. Backed by contextual promotions on go-to digital platforms like Zomato, Spotify, and Uber, the campaign is designed to connect with younger audiences. Complementing this digital push, the campaign also includes outdoor billboards in select cities and print ads in national and vernacular newspapers.
Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric, said, “ ‘Fatt Se Garam’ is more than just a tagline; it represents our brand’s understanding of the fast-paced lives of today’s youth. This campaign aims to showcase how our water heaters combine speed, functionality, and aesthetic appeal to enhance everyday convenience. The idea is to position Orient Electric as a youthful and innovative brand that offers thoughtfully designed products for the needs of today’s discerning consumers.”
Garima Sharma, Chief Content and Strategy Officer Scatter, remarked on the campaign’s core insight saying, “The realisation that no one wants to wait for hot water in the winters became the foundation for a campaign that resonated deeply with consumers. By leveraging this universal truth and weaving it into creative and relatable content, we were able to create a powerful narrative that successfully highlighted the unique value Orient water heaters bring to modern homes”.
With the growing demand for smart, efficient, and stylish heating appliances, the campaign aims to highlight advanced features like quick heating, energy efficiency, IoT-enabled controls, and space-saving designs.
Orient Electric added that it continues to strengthen its position as one of the fastest-growing brands in the water heater segment. The ‘Fatt Se Garam’ campaign is a step forward in reinforcing the brand’s youthful and progressive identity while delivering value through innovation and reliability.
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