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Orient bets big on digital to reach out to new-age consumers

One of the oldest electrical appliances brands in the country, Orient has seen a major growth in its revenue after increasing its marketing spend on digital. In an interaction with BestMediaInfo.com, the company's Brand Head Anshuman Chakravarty reveals the growth and marketing plans for next year.

Anshuman Chakravarty

Orient Electric, known for its fans and other electrical appliances, is planning to give a major push to its digital marketing plans as the brand has reaped rich dividends after it started reaching out to consumers through online platforms.

The brand has seen 19% growth until now in the current fiscal, as compared to the same period in the last financial year.

According to Anshuman Chakravarty, Head, Brand and Corporate Communications, Orient Electric, the brand has seen its sales surge after it started using various digital platforms for its marketing initiatives.

"The brand has been digitally heavy and will continue to do so because majority of the population today is consuming a lot of digital content," Chakravarty added.

The brand is now planning to engage popular bloggers and content marketing experts to build digital content around all its products, including the premium range.

Talking about the company's marketing strategy, Chakravarty said, "We need to be present as a brand at a platform from where they are consuming data and information. There is no control over the ad spends, as it has never been constrain for us."

The brand is targeting the younger consumer groups.

With a good following and engagement though platforms like Instagram, Facebook, LinkedIn and Twitter, Chakravarty said the brand will continue to engage through such platforms in the upcoming years.

Orient Electric is also participating with several popular bloggers. Orient recently hosted an event focusing on digital bloggers and social media marketers to have more engagement under its content management and marketing programme.

“In the segment like lifestyle, glam quotient plays a part. Therefore there has been an engagement from the bloggers and leaders, apart from a lot of media engagement which is helping us to evolve as a brand to create a better connection with the young generation," Chakravarty said.

Talking about the brand’s upcoming plans for the next year, he said, “Conventional marketing will be important for us. We will be doing television, print and limited outdoor. Digital spending would be gradually going up; there would be more engagement, more content marketing, more of tie-ups with platforms and engaging content.”

The brand has recently launched four fans in its lifestyle series named Orient Bladeless, Orient Monroe, Orient Auctor and Orient Proteus. Orient is planning to promote the newly launched products through various digital initiatives.


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