Orient Electric Limited, part of the CK Birla Group, has launched a TVC campaign to promote its range of BLDC fans. The TV commercial features brand ambassador MS Dhoni in a unique role, taking viewers on a futuristic journey to unveil the ‘Future of Fans’.
The TVC begins with an aerial view of a packed cricket stadium, but the match is not ordinary – it features robots playing cricket. The bowler prepares for a thrilling showdown, and the batsman hits the ball. The ball flies towards the stands where a futuristic MS Dhoni catches it. Holding the ball, Dhoni ponders about the future of cricket, then transitions to the present day where he sits in his living room, pointing to the Orient Aeroslim BLDC fan above.
The TVC uses a futuristic narrative to highlight the present-day technology and design of Orient BLDC fans, showcasing their innovation, elegance, and energy efficiency. Featuring new-age designs, finishes, and IoT connectivity, Orient BLDC fans represent a leap forward in fan technology. The VFX in the TVC adds depth to the storyline, captivating viewers with its portrayal of an imagined future.
“Today, fans have become integral to our lifestyle and home decor, reflecting consumers’ desire for smart, stylish, and technologically advanced solutions. With features like IoT controls, integrated lighting, and reverse rotation, among others, our BLDC fans align with this consumer shift. With MS Dhoni’s presence and a blend of futuristic elements and cricket’s timeless allure, we’re sure that this TVC will resonate with audiences, sparking interest and anticipation for our current and upcoming BLDC fans,” Anika Agarwal, chief marketing and customer experience officer, Orient Electric Limited, said.
The TVC, which has been done in eight languages to resonate with different audiences, will be strongly flanked by print, digital, and OOH.