Orient Electric, a leading name in India’s electrical goods sector and a part of the CK Birla Group, has unveiled a new campaign featuring brand ambassador, MS Dhoni, with digital influencer Kusha Kapila, and prominent South Indian influencer Madan Gowri.
Building on the podcast-inspired style of its recent fans campaign, the brand weaves wit and regional significance into another compelling story to engage with consumers throughout India.
The latest podcast with Dhoni and Kusha focusses on the brand’s premium lighting collection. The conversation between the two is a brilliant word play on ‘Lights’, with Kusha taunting Dhoni about his ‘obsession with Lights’, causing him to showcase Orient Electric’s lighting collection. The commercial successfully turns the focus from Orient fans to Lights, introducing spotlights, accent lights, and other cutting-edge lighting solutions from Orient Electric.
Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric, said, “For years, Orient Electric has been known across India for its fans, a product that continues to represent the brand’s deep connection with consumers. This campaign is designed to challenge that singular association and showcase the breadth of our offerings. The choice to bring together MS Dhoni and Kusha Kapila in the same format as our earlier campaign for fans, is deliberate. Our premium lighting portfolio has the same combination of aesthetics and smart functionality, backed by Orient’s promise of quality, and this campaign will further bolster consumer consideration for our Lighting products.”
Sambit Mohanty, McCann World Group, Creative Head North & South, commented, “Our ‘podcast style’ campaign with MSD, Kusha Kapila and Madan Gowri, highlights an often overlooked facet of Orient – the fact that they also make great lights! Their verbal volleying continues to be as memorable and enjoyable as our previous work for Orient Fans.”
Throughout the festive period, the campaign will be seen at a variety of touchpoints. Orient Electric has also signed on as the Official Lighting Partner for Rise & Fall on Amazon MX Player, resulting in great recall through premium content affiliation. The campaign will be driven by visibility on YouTube and Meta, as well as targeted campaigns on MyGate and Truecaller. Outdoor installations in important markets will help increase the presence. Together, these channels provide a powerful presence that positions Orient Lights at the core of holiday conversations.
