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Orient’s new breeze for the smart generation

Brand goes for a new identity under Orient Electric with the help of a campaign created by McCann

Sohini Sen | Mumbai | April 22, 2014

orient-tvc Click on the image to watch the TVC.

Orient Electric, of the CK Birla Group, has decided to reinvent itself through a new brand positioning. The brand, which was earlier known as Orient, will now be known as Orient Electric and will consist of fans, lighting products and home appliances. McCann has designed the campaign to announce the new identity.

Orient has made a mark for itself in the electrical space. However, in spite of having home appliances, lights, etc., in its kitty, people generally remember Orient only for its fans. The challenge for the creative agency then was to launch a campaign that would not only remind people about the brand's presence in these segments but also create a unifying identity, refreshing it in a manner that gives it a contemporary, modern-day edge.

“When Orient approached us to develop a strategy and communication plan with its new and diverse range of lifestyle solutions, we had a look at the products and felt that the new range itself meets the needs of consumers perfectly. And so it made perfect sense to portray Orient Electric as the next generation integrated lifestyle home solution provider, as the next generation is accepted as being more intuitive, intelligent and smarter. This became the perfect launch pad for the campaign,” said Kapil Batra, Executive Creative Director at McCann.

The campaign comprises four TVCs featuring brand ambassador MS Dhoni. The first one shows Dhoni trying to ask his wife for a kiss, while his niece sits with her back to them, painting. However, the niece interrupts just then asking for a bribe of ice cream. Perplexed, Dhoni doesn't understand how she could have found out. Then he realises that she saw the reflection on a TV screen in front.

The second TVC shows Dhoni struggling with the manual of the TV so that he can use the child lock. His niece comes up and smartly shows him how to lock a channel. It is only after she leaves that Dhoni figures out that she has instead locked out his favourite channel.

The third TVC shows Dhoni entering his niece's room as she is playing chess. He complains about the mess on the floor; so she sends her pet dog, Pluto, to clean it up. Dhoni is amazed but decided to test this further. He asks Pluto to get some water and then tissues, and he does both. Then he puts Pluto to the ultimate test: to switch on the fan. He knows that Pluto won’t be able to reach the switch and so he laughs at his niece. His niece retorts back, he is a dog and not a donkey, meaning he is not stupid. She then switches on the fan with the remote.

The final TVC shows Dhoni and his wife arguing over which fan to choose. While she wants the wood finish one, he wants a different design. Seeing that they cannot come to a mutual agreement, they ask the niece to decide. And she agrees with Dhoni. While he is excited, she explains that her aunt's choice to marry her uncle wasn’t that great. Whereas her uncle chose to marry the beautiful lady, so his choice is way better!

All four TVCs end with the voiceover declaring that the next generation is smarter, signalling to both the actual next generation and the next generation of smart gadgets and products that Orient Electrics has come out with. It finally announces “Orient Electric, switch to smart”, urging people to make the switch.

Manoj Verma Manoj Verma

Manoj Verma, CEO, Orient Electric, pointed out, “It’s a 360 degree integrated communication campaign, launched to create a strong recall of our company’s new brand identity. Our marketing campaigns are designed to inspire, excite and reinforce our commitment as an integrated lifestyle home solutions provider, with an objective to eventually make Orient Electric a preferred choice for the consumer. A series of activities are being rolled out in mass media, retail points, outdoor and in digital mediums. In order to have a pan India reach our TVCs and the print campaign have already been rolled out and the initial response has been very good.”

As part of the company’s repositioning strategy, Orient Electric has launched a new company logo in a colour orange which personifies warmth and creative instincts.

CK Birla CK Birla

CK Birla, Chairman, CK Birla Group, said, “Orient Electric has evolved from a product company to a lifestyle home solutions provider. This consolidation will enable the brand to embark upon a journey towards fulfilling the growing needs of a new generation of users. Geographical expansion will also take Orient Electric into highly evolved as well as emerging markets across the globe.”

The TVCs:






Creative Agency: McCann India

Chief Creative Officer: Prasoon Joshi

Creative Team: Utsav Khare, Suparv, Prateek Suri, Kapil Batra, Prashant Sharma, Gourav Verma, Jeet Kalra

Account Planning: Jitender Dabas, Tathagata Chatterjee

Account Management: Alok Lall, Manas Lahiri, Gautam Nijhawan, Puneet Puri, Arjun Shankar


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