Orient Electric, part of the CKA Birla Group, is back with its new campaign that reunites brand ambassador, MS Dhoni, with digital influencer Kusha Kapila, along with popular South Indian influencer Madan Gowri. Building on the podcast inspired format from its recent fans campaign.
The latest podcast between Dhoni and Kapila spotlights the brand’s premium lighting portfolio. The banter between the duo is a clever word play on ‘Lights’ with Kusha teasing Dhoni about his ‘obsession with Lights’, prompting him to introduce Orient Electric’s lighting range. The film shifts attention from Orient fans to Lights and introduces spotlights, accent lights and other new age lighting solutions from Orient Electric.
Speaking on the campaign, Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric, said, “For years, Orient Electric has been known across India for its fans, a product that continues to represent the brand’s deep connection with consumers. This campaign is designed to challenge that singular association and showcase the breadth of our offerings. The choice to bring together MS Dhoni and Kusha Kapila in the same format as our earlier campaign for fans, is deliberate. Our premium lighting portfolio has the same combination of aesthetics and smart functionality, backed by Orient’s promise of quality, and this campaign will further bolster consumer consideration for our Lighting products.”
Sambit Mohanty, McCann World Group, Creative Head North and South, adds, “Our ‘podcast style’ campaign with MSD, Kusha Kapila and Madan Gowri, highlights an often overlooked facet of Orient – the fact that they also make great lights! Their verbal volleying continues to be as memorable and enjoyable as our previous work for Orient Fans.”
The campaign will be visible across multiple touchpoints during the festive season. Orient Electric also comes on board as the Official Lighting Partner for Rise & Fall on Amazon MX Player, creating strong recall through premium content association. The campaign will be led by visibility on YouTube and Meta, in addition to targeted campaigns on MyGate and Truecaller. Outdoor placements in key markets will also add to the presence.
