Orient Electric gets MS Dhoni to bat for its IoT-enabled air coolers in new ad

In line with its marketing strategy for the summer season, Orient Electric, part of the USD 1.8 billion CK Birla Group, has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new range of IoT-enabled air coolers.

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.

Saurabh Baishakhia, Sr. VP and Business Head, Home Appliances, Orient Electric Limited 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.”

 Sagar Mahabaleshwarkar, CCO, Contract saidIt’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.”




Souvik Datta, ECD, Contract Delhi 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.”

Orient Electric offers a complete range of air coolers in different shapes, sizes, capacities and materials to suit varied aesthetic preferences. Some of the key features of Orient’s air coolers apart from the IoT controls are Honeycomb pads with DenseNest technology ensuring 25% more cooling, fan blades with AeroFan technology for longest air delivery with low operating noise, Auto Fill function and Anti mosquito breeding. With unique features and new-age technologies, Orient air coolers range is creating a new benchmark in air cooling.

The new TV ad will be strongly flanked by print and digital.

TVC Credits –

Brand: Orient Electric / Brand Custodian: Anshuman Chakravarty / Creative Agency: Contract Delhi / Production House: Paper Planes Pictures



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