MUMBAI: In line with its marketing strategy for the summer season, Orient Electric has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new range of IoT-enabled air coolers. The new TV ad, conceptualised by Contract Delhi, will be strongly flanked by print and digital.
The TV ad starts with Anushka Sen, who plays the role of MS Dhoni’s on-screen niece “Chikki”, enjoying the powerful air throw of Orient air cooler. The next frame shows MS Dhoni’s entry where she compares the features of the air cooler with Dhoni’s batting prowess. This is followed by MS Dhoni getting a call from his wife to which Chikki mischievously points out how Orient’s new air cooler can also be controlled via mobile just like him.
Orient Electric Limited senior VP and business head, home appliances Saurabh Baishakhia said, “We are continuously focusing on using technology led innovation to create the differentiation that the new age consumers expect. By introducing a complete lineup of IoT-enabled air coolers which can be controlled via Orient Smart mobile app and voice assistants (Alexa & Google Assistant), we have clearly created a differentiator in the segment. The new TV commercial brings out the characteristic features of our air cooler range by means of a witty dialogue between MS Dhoni and Chikki. I am sure that this TV spot will capture the audience attention and create a lot of excitement about Orient’s IoT-enabled air coolers.”
Contract CCO Sagar Mahabaleshwarkar said, “It’s not just talking about a new range of coolers but also the fact that it comes from the house of Orient. Which is why it was imperative to use the larger narrative that has been used for Orient Electric time and again, that of MS Dhoni and his on-screen niece ‘Chikki’. And subsequently humanise all the innovative features of the coolers within it.”
Contract Delhi ECD Souvik Datta added, “MS Dhoni is known as Captain Cool and that’s known to all. And this alias nicely summarises the values we would want Orient coolers to stand for. So, we just created a moment, where a parallel is drawn between Captain Cool and Orient coolers in a simple and charming way.”
