Orient electric relaunched its winter campaign with a digital film starring MS Dhoni.
Orient Electric just released its latest line of storage and instant water heaters. The brand’s digital film communicates the need for quickness in the era of quick commerce. It features former captain of the Indian cricket team and brand ambassador Mahendra Singh Dhoni. The film highlights the product innovation in water geysers which can heat water instantly with 20% increased performance along with the power of whirlflow technology.
The campaign uses a humorous tone to describe the range and innovation of the product. The film begins with Dhoni sitting on a sofa in his house, reacting to an AI video of him all heated up in the stadium. He claims that the video is fake as it’s not very easy for him to lose his cool so quickly. Informing the audience, he says he knows one product that gets ‘Fatt se Garam’ placing the brand’s promise in the conversation.
Talking about the brand and its campaign, Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric, spoke, “The ‘Fatt Se Garam’ campaign is about redefining the everyday experience of warmth for the modern home, especially in the winter season. We recognise that for today’s consumers, time is the ultimate luxury, and hitting the pause button isn't an option. Our focus is on creating intuitive solutions that eliminate the ‘wait’ from daily routines, offering the confidence and reliability needed to keep moving. It’s about delivering comfort that matches the rhythm of their lives instantly and effortlessly.”
The digital film aims to target the online audience through Instagram and Youtube for maximum exposure. The designs of the product complements modern kitchens and bathrooms. It can be found at retail stores like Amazon and Flipkart and on quick commerce platforms like BlinkIt.
Key Takeaways from the campaign
Convenience
The convenience of rapid heating is promoted through the digital film which is vital for people leading fast-paced lives and deserve a product that can save their time.
Celebrity Appeal
The brand’s core message was given by MS Dhoni, who enjoys massive fandom. His influence and fandom was used by the brand to enforce credibility.