Orient Electric, a leading name in India’s electrical goods sector and a part of the CK Birla Group, is electrifying the marketing landscape with a groundbreaking digital campaign that ditches conventional advertising norms.
The company has launched a unique podcast-style advertisement to promote its latest range of next-generation BLDC fans, featuring their long-standing brand ambassador, cricketing legend MS Dhoni, alongside popular digital creator Kusha Kapila.
This innovative campaign marks a significant strategic shift for Orient Electric, signalling a focused effort to connect with a younger, digitally-savvy demographic. By adopting a conversational, podcast-like format, the advertisement aims to capture attention and seamlessly integrate product information more authentically and engagingly, moving away from traditional, often ignored, ad structures.
The advertisement cleverly utilizes wordplay around “fans.” It initially leads viewers to believe Kapila is discussing MS Dhoni’s immense fan following, creating an immediate point of interest. The narrative then smoothly and subtly transitions to highlight the key features of Orient Electric’s new BLDC fans. The campaign emphasizes their silent operation, intelligent voice control capabilities, and the availability of vibrant colour options designed to complement modern home aesthetics.
Speaking about the campaign, Anika Agarwal, Chief Marketing and Customer Experience Officer at Orient Electric, said, “Orient Electric is synonymous with fans for Indian consumers for many decades. As our product portfolio evolves to bring premium design aesthetics, smart features, and technology in fans for contemporary homes, our brand voice is evolving too. This campaign reflects that shift – the storytelling format and narrative are real and conversational, reflecting the changing content consumption patterns of young India. The collaboration of MS Dhoni with new age digital influencers like Kusha Kapila and Madan Gowri through a podcast-style storytelling format with a twist, adds an element of surprise and engagement for the audience.”
Sambit Mohanty, McCann World Group, Creative Head North & South, the agency behind the campaign, shared his perspective and added, “Our new campaign for Orient Fans breaks the mould with a fresh podcast-style approach where MS Dhoni and Kusha Kapila simply chat and joke around like old friends. It’s exactly what people are tuning into these days! There’s something magical about watching a cricket icon like Dhoni bounce off digital influencers like Madan Gowri & Kusha Kapila—their chemistry feels genuine, not forced like typical ads. As they’re laughing and bantering, they naturally spotlight what makes Orient’s new technology special. I’m betting this campaign will catch people off-guard in the best way possible. When viewers expect another predictable celebrity endorsement but instead get this authentic conversation, they’ll want to lean in and listen. That’s the beauty of it!”
By embracing innovative formats like this podcast-style advertisement, Orient Electric is demonstrating its adaptability to the evolving media landscape and its commitment to engaging with its target audience in meaningful and impactful ways. The strategic collaboration with popular figures like MSD and Kusha Kapila is expected to significantly amplify the campaign’s reach and resonate strongly with the digital-first generation.
The launch of this campaign underscores Orient Electric’s ongoing commitment to innovation, both in its product offerings and its marketing strategies, as the company seeks to strengthen its position in the competitive Indian electrical goods market. To maximize the campaign’s visibility, Orient Electric is strategically leveraging the high viewership of the ongoing Indian Premier League (IPL). The advertisement will be prominently featured on linear TV regional feeds during the cricket matches, as well as across various digital platforms, ensuring wide reach and impact.