Orient Electric Limited, which is a part of the CK Birla Group, has launched a new television commercial (TVC) to promote its range of energy-efficient BLDC fans. The advertisement features MS Dhoni, the brand ambassador of Orient, who is shown entering a tired India U19 team’s locker room and switching on the Orient BLDC fan with the remote.
As soon as the fan is turned on, the locker windows shut with a bang, indicating the fan’s superior air throw. The music then begins, and Dhoni breaks into a dance, showing the players the signature step on “Orient BLDC Ghoomega, Toh India Jhoomega”. The players also start dancing with full energy and enthusiasm. The advertisement then shows the entire India grooving to the upbeat jingle.
Orient Electric aims to create a movement that advocates the mass adoption of BLDC fans with this TV ad. The company wants to get the entire country to celebrate the benefits of switching to technologically advanced, energy-efficient, and stylish Orient BLDC fans. The jingle “Orient BLDC Ghoomega, Toh India Jhoomega” has been recreated in six different languages to make it relevant to regional audiences.
Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric said, “At Orient, we have been at the forefront of developing and promoting products and solutions that are good for our consumers and for the environment. Our wide range of BEE 5-star rated BLDC fans that provide up to 50% saving on electricity bills without compromising on air delivery and aesthetics is a step in that direction.
We have great confidence in the potential of BLDC fans as the future of the industry which has been beautifully captured in our new campaign ‘‘Orient BLDC Ghoomega, Toh India Jhoomega’. It is an earnest effort from our side at encouraging the entire country to switch to and groove to the benefits of BLDC fans. And with MS Dhoni adding his unparalleled charisma and charm to the campaign with his helicopter shot styled hook step, this film is certainly a treat for the eyes. I am sure this will grab viewers’ attention and create a lot of excitement about Orient BLDC fans.”
Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India said, “There’s no better feeling than when you switch on a fan and that cool, calming breeze hits you in the face. And for Orient’s new campaign, we made good on this insight. The brief was clear from the beginning. In a market where every competitor is talking about the functionality of BLDC fans, how can Orient stand out? For a brand that has a rich legacy and has always been known for innovation, something simple just wouldn’t cut it.
We had to establish Orient as a leader in the category. So, we decided to capture that joyous moment when you switch on a fan and marry it with a catchy, energetic jingle. Taking a page from MSD’s book, we devised an elegant dance hook and created a TVC which had MSD breaking into a dance for the first-time-ever in a commercial. In the process, we managed to capture the pulse of the country while ensuring that Orient becomes synonymous with the BLDC category.”
The TVC goes on air on 26th March and will be strongly flanked by print, OOH, and active engagement through digital touchpoints.
The TVC will be aired on 26th March and will be strongly supported by print, OOH, and active engagement through digital touchpoints. The company’s range of 5-star rated BLDC fans provides up to 50% savings on electricity bills for consumers.
Orient Electric’s best-selling BLDC fans include IoT-enabled & voice-controlled i-Float and Aeroslim, i-Falcon, Hector 500, i-Tome, Aeroquiet BLDC, and Ecotech Supreme. The company’s BLDC fans boast distinctive designs and are long-lasting compared to induction motor fans due to lesser wear and tear. They provide superior air delivery, operate silently and efficiently even at low voltages, which is a common problem across India.