Orient Electric Limited has launched its festive TVC featuring brand ambassador MS Dhoni to showcase and promote its Joylite range of festive lights. The TVC stages the cricketer revisiting his old neighbourhood, evoking memories, and spreading the light of joy and togetherness.
“Diwali, the festival of lights, symbolises the celebration of bonds, the spirit of gratitude, and the essence of togetherness. Our TVC beautifully captures Dhoni illuminating every house in his cherished, old neighbourhood with the resplendent glow of Orient Joylite festive lights, echoing the message that the true essence of Diwali is only complete when we illuminate every home and heart,” Anika Agarwal, chief marketing and customer experience officer, Orient Electric Limited, said.
The TV commercial unfolds with a scene where MS Dhoni stands outside a house in the society where he once honed his cricketing skills. A man seeks the reason for Dhoni’s visit. Dhoni recounts his early days when with his shots, he had unintentionally smashed the house lights on numerous occasions. Another neighbour interjects, asking when Dhoni plans to work his lighting on his home. Dhoni gestures towards the entire community, illuminated with Orient Joylite festive lights. He goes on to express his gratitude for the neighbourhood that shaped him into the cricketer and the person he is. The TV commercial ends with Dhoni saying “Diwali ki raunak tab chhayegi, jab har ghar se roshni aayegi”.
The ad film has been done in seven different languages making it relevant to regional audiences.
“Diwali is often considered as a season of gifting. What better gift than Mahi setting up the beautiful Orient lights in the society he grew up in? That’s the story of our new campaign. We wanted to tell people that Diwali only feels special when you spread joy and happiness with the ones you love,” Krishna Mani, chief creative officer, BBDO India, said.
The TVC has gone on air on October 15, and it will be flanked by active engagement through digital touchpoints.