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Orient Electric raises awareness about harmful effects of invisible LED flicker in new spot

Conceptualised by Contract Advertising, the TVC featuring MS Dhoni urges people to detect the invisible flicker of LED lights through the help of a smartphone camera

Click on the Image to watch the TVC.

Orient Electric, part of the CK Birla Group, has unveiled an integrated marketing campaign to raise awareness about the harmful effects of invisible flicker present in LED lights and to introduce its new range of EyeLuv LED lights with Flicker-Control Technology. Orient EyeLuv LEDs control the harmful invisible flicker present in LED lights that causes eye strain, headaches, blurred vision, fatigue and many other health complications.

The integrated brand campaign revolves around the central theme of “Flicker nahin, toh ankhein sahi”. The TV ad starts with a girl struggling to focus on studying because of eye strain while her parents stand worried. At this juncture, MS Dhoni brings their attention to the invisible flicker of the LED lights in their home by pointing his smartphone camera in slow motion mode towards the light source. MS Dhoni then advises users to check the flicker in the LED lights installed at their homes through the same process.

Anshuman Chakravarty

Anshuman Chakravarty, Head Brand and Corporate Communication, Orient Electric Limited, said, “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, its awareness among 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 hope this campaign will act as an eye-opener for consumers and will encourage them to check the invisible flicker in the LED lights installed in their surroundings.”

Sagar Mahabaleshwar

Sagar Mahabaleshwar, CCO, Contract India, said, “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 be released in Tamil, Kannada, Malayalam, Telugu, Marathi, Bengali and Punjabi. Along with TV, the campaign will be flanked by print, radio and digital along with on-ground initiatives where people will be made aware of flicker and given proof of how Orient EyeLuv LEDs are better and safer.

The TVC:


Brand: Orient Electric         

Brand Custodian: Anshuman Chakravarty Creative     

Agency: Contract Advertising           

Creative Team: Sagar Mahabaleshwarkar, Souvik Datta, Nikhil Pandey 

Production House: Paper Planes Pictures     

Director: Prashant Madan


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