Orient Electric Limited, an Indian multinational electrical equipment company, has released a festive TVC starring brand ambassador Mahendra Singh Dhoni to exhibit and promote its joylite line of festive lights.
The TVC depicts the former cricketer returning to his old neighbourhood, reminiscing and sharing the light of happiness and brotherhood.
The opening shot of the TV commercial shows MS Dhoni outside a home in the neighbourhood where he formerly practised cricket. A person wants to know why Dhoni is there. The former Indian skipper recalls how, in his early years, he frequently accidentally broke his home lights with his shots. Another neighbour asks when Dhoni intends to work on his home’s lighting. Dhoni makes a gesture toward the whole town, which is lighted up with Orient Joylite festive lights. He goes on to convey gratitude for the community that helped develop him into the cricketer and person he is today. The 42-year-old concludes the TV ad by saying, ‘Diwali ki raunak tab chhayegi, jab har ghar se roshni aayegi.’
The advertisement film was created in seven different languages, making it accessible to a wide range of viewers.
Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric Limited, said, “Diwali, the festival of lights, symbolises the celebration of bonds, the spirit of gratitude, and the essence of togetherness. Our TVC beautifully captures Dhoni illuminating every house in his cherished, old neighbourhood with the resplendent glow of Orient Joylite festive lights, echoing the message that the true essence of Diwali is only complete when we illuminate every home and heart.”
Krishna Mani, Chief Creative Officer, BBDO India, commented, “Diwali is often considered as a season of gifting. What better gift than Mahi setting up the beautiful Orient lights in the society he grew up in? That’s the story of our new campaign. We wanted to tell people that Diwali only feels special when you spread joy and happiness with the ones you love.”
The commercial on television debuted on October 15 and was accompanied by active involvement via online platforms.