Orient Electric, a leading home appliance company, has launched a captivating television commercial (TVC) featuring former Indian cricket team captain, MS Dhoni. The TV commercial showcases a futuristic cityscape and begins with an aerial view of a packed cricket stadium. However, the twist quickly becomes apparent as robots take the field, with a glowing bowler’s arm and an effortlessly hitting batsman. The ball is hit towards the stands, where a futuristic version of MS Dhoni catches it with ease. Dhoni ponders the future of cricket, and in a seamless transition, we are transported back to the present day, where Dhoni sits in his living room. He points to the stylish Orient Aeroslim BLDC fan above and confidently states, “Par fans ka future…pata hai”.
Orient Electric positions its premium range of BLDC fans as the epitome of technological advancement, design, and energy efficiency. These fans cater to the evolving preferences of modern consumers who seek smart, stylish, and technologically advanced solutions for their homes. The TVC cleverly uses a futuristic narrative to emphasise that the future of fans is already here, represented by the Orient BLDC fans.
To ensure the campaign resonates with diverse audiences across India, the TVC has been produced in eight languages: Hindi, Marathi, Tamil, Telugu, Kannada, Malayalam, Gujarati, and Bengali. This multi-lingual approach aims to reach a wider audience and create a stronger impact.
The TVC will be supported by a robust marketing strategy encompassing print, digital, and out-of-home (OOH) advertising. This comprehensive approach ensures maximum visibility and engagement with the target audience. The campaign’s VFX-heavy visuals add depth to the futuristic narrative, captivating viewers with its stunning portrayal of the imagined future.
RTM Watch’s Take
Orient Electric’s latest television commercial, featuring MS Dhoni, is a captivating blend of futuristic imagination and present-day reality, effectively highlighting the company’s premium range of BLDC fans as the epitome of technological advancement. The ad’s seamless transition from a futuristic cricket match to Dhoni’s living room underscores the message that the future of fans is already here, embodied by Orient’s stylish and energy-efficient offerings. With its multi-lingual approach and comprehensive marketing strategy, this campaign is poised to resonate with diverse audiences across India, setting a compelling narrative for the future of home appliances.
