Q: Please talk about your ‘Fatt Se Garam’ campaign and how did you take it forward?
When we created ‘Fatt Se Garam’, we aimed to connect with a younger, digitally savvy audience who value speed, convenience, and innovation. Our water heaters offer faster heating with advanced workflow technology, so we built the campaign around their fast-paced lifestyle—no one wants to wait for hot water. This digital-first approach speaks their language and meets them where they are—on social media, OTT platforms, and Spotify—using influencers and hyperlocal engagement. To amplify impact, we’ve also included high-visibility outdoor ads in key markets. Fatt Se Garam isn’t just a tagline; it’s a promise of speed and efficiency for today’s generation.
Q: How has your marketing mix evolved over the years?
Over time, our media choices and spending have evolved alongside audience consumption patterns—not just for younger audiences, but across the board. There’s been a clear shift towards OTT and digital content, prompting us to adjust our media mix. Our spending is now split roughly 50-50 between digital and offline channels. For our categories, while 10-15% of consumers purchase online, over 60% research online. As a result, we have allocated budgets accordingly, investing in e-commerce platforms, marketplaces, and key digital channels like Google, YouTube, and Meta.
Q: Currently, what is your target audience?
Orient Electric has been a trusted brand for 70 years, recognised across age groups. But there’s a special passion in building your first home, a desire for modern and convenient solutions. That’s exactly who we’re speaking to—first-home buyers looking for smarter choices. Our product designs, aesthetics, and functionality have evolved to meet the needs of modern homes. And this focus isn’t just on water heaters or fans—it’s for Orient Electric as a whole.
Q: You did some activations in Mahakumbh. Please throw some light on them?
The numbers at the Mahakumbh were staggering—it's as if a third of the country was there. What's remarkable was the increasing number of younger Indians returning to their roots and cultural identity. From this perspective, it was crucial for deeply rooted Indian brands like Orient to be present. We have been part of this country for 70 years, so our campaign theme, faith unites us, trust binds us, felt like a natural fit. The intersection of faith and trust resonates with both the Kumbh and Orient’s values. We also aimed to provide comfort to the travellers. By placing our products in the tents at Kumbh, we sought to offer them comfort on their spiritual journey. Just as the Kumbh is a place for spiritual reflection, Orient aimed to provide the right products that enhance the experience and bring comfort to the audience.
Q: While you have a diverse portfolio of products, what is your best selling product at this moment?
It’s hard to pinpoint exactly, as we are present across all seasonal categories. In the summer, we focus on fans and coolers, while in winter, we sell heating appliances like water and room heaters. This winter, we have seen a significant spike in water heater and room heater sales. Fans have always been our forte, but we are particularly excited about our lighting and switchgear categories, where we are seeing a lot of growth and acceptance. We have always been known as a cooling and appliance brand, but the market response to Orient lighting has been impressive. Consumers, who once left lighting choices to retailers, architects, or contractors, are now taking a personal interest in it. With our comprehensive lighting range, available across general trade, e-commerce, and our D2C platforms, we are seeing strong engagement and growing interest in the category.
Q: In terms of marketing strategies, what are your goals this year?
Our key goals for the year focus on four main areas. First, we aim to enhance brand love, which remains a top priority. With digital media, we can now measure brand love almost daily, especially through social media engagement that allows direct connection with our audience. Second, marketing efficiency and ROI are crucial. Operating across multiple categories and channels, we focus on optimising ROI, with top-funnel spend including a mix of traditional media like live TV, OTT platforms, and influencer engagement, while bottom-funnel spend prioritises clear ROI through marketplaces and social media optimisation. Third, we are committed to expanding our product portfolio, reinforcing the idea that Orient Electric is more than just a fans company, with a particular focus on growing categories like lighting and water heaters next year. Finally, we aim to grow our presence on relevant buying channels, particularly quick commerce, to make it easier for customers to purchase our products. This strategy ensures we stay aligned with market trends while maintaining efficiency.
PROFILE
Anika Agarwal is a seasoned marketing leader with a rich experience of more than two decades in marketing, digital transformation, and direct-to-consumer business across industries including consumer durables, retail, telecom, and insurance. She currently serves as Chief Marketing and Customer Experience Officer at Orient Electric and manages all aspects of the Orient Brand, supporting growth and expansion across business units with a strong focus on digital enablement and customer-centricity.
ABOUT THE BRAND
Orient Electric Limited is part of USD 3 billion diversified CK Birla Group, with strong manufacturing capabilities and presence in over 30 countries. It is a trusted brand for consumer electrical products in India, offering a diverse portfolio of fans, lighting, home appliances, switches and switchgears. Orient Electric has established itself in the market as one-stop solution provider of lifestyle electrical solutions.
FACTS
Media Agency (Offline): Lodestar UM
Media Agency (Online): IA
Digital Creative Agency: Scatter
OOH: Avenir Brand Connect
