MAM
WPP plugs into Orient Electric as media duties switch hands
MUMBAI: When brands look to spark growth, the first switch they flip is often media. Orient Electric has done just that, appointing WPP Media to steer its integrated media strategy across offline and digital platforms, signalling a sharper, more connected push in a fiercely competitive consumer market.
The mandate hands WPP Media end-to-end responsibility for media planning and buying, spanning television, print, digital and emerging platforms. The brief covers Orient Electric’s wide-ranging portfolio, from fans and lighting to home appliances, switches, switchgear and wires, categories where visibility and consideration often decide the final purchase.
Part of the $3 billion CKA Birla Group, Orient Electric has built a strong presence in India’s consumer electrical space. The new partnership is aimed at sharpening that edge by blending creative storytelling with data-led performance, an approach increasingly favoured by brands looking to convert awareness into measurable action.
WPP Media will lead a full-funnel strategy designed to connect discovery with purchase, using data intelligence and platform expertise to map consumer journeys more precisely. The focus is on building relevance across touchpoints, ensuring that brand messages travel seamlessly from screens to stores and from intent to transaction.
Orient Electric says the collaboration is about more than just reach. “Our collaboration with WPP Media is about creating a connected media ecosystem that links innovation to customer experience,” said Orient Electric Limited chief marketing and customer experience officer Anika Agarwal pointing to a sharper emphasis on turning everyday interactions into meaningful brand moments.
From WPP Media’s side, the brief reflects the growing convergence of creativity and performance. WPP Media president of client solutions for South Asia Navin Khemka said the aim is to reimagine how the brand engages consumers in their daily lives by marrying storytelling with data precision to drive long-term business growth.
The appointment underlines a broader shift in how electronics and smart-living brands are approaching media, moving beyond traditional silos towards integrated strategies that build visibility, drive commerce and strengthen customer connections. For Orient Electric, the hope is that a smarter media circuit will keep the brand firmly switched on in an increasingly crowded marketplace.
AD Agencies
The Advertising Club unveils new brand identity
71-year-old industry body repositions itself as marketing’s guiding beacon
MUMBAI: The Advertising Club has revealed a refreshed brand identity, signalling a new chapter in its 71-year journey at the heart of India’s marketing and media ecosystem.
Created in partnership with global brand consultancy Landor, the rebrand is less about reinvention and more about realignment. It builds on decades of credibility while sharpening the Club’s role in an industry being rapidly reshaped by technology, artificial intelligence and shifting consumer expectations.
For generations, The Advertising Club has been the meeting ground for ideas, ambition and industry-defining conversations. From flagship platforms to benchmark-setting awards, it has helped script the story of modern Indian marketing. Now, as algorithms influence artistry and data sits alongside design, the Club is leaning into change with clarity.
At the core of the new identity is a simple but powerful idea: TAC as “The Beacon”. In a time of constant disruption, the industry needs more than applause lines. It needs direction. The refreshed positioning casts the Club as a steady guide, illuminating what lies ahead while honouring the milestones behind it.
The new visual system is designed to be flexible and future-ready, adapting seamlessly across awards, partnerships, platforms and digital touchpoints. It carries the weight of legacy, yet speaks in a contemporary voice that feels confident, global and distinctly Indian.
The Advertising Club president and McCann India CEO Dheeraj Sinha, said the refresh reflects both responsibility and opportunity. “Our seven-decade legacy demands that we lead with purpose. This new identity reaffirms our intent to serve as a beacon at a time of high volatility. TAC will continue to set benchmarks, spark meaningful conversations and champion the ideas shaping the future of marketing and advertising.”
The evolution is not about discarding the past, but about using it as fuel for what comes next. As culture, commerce, creativity and code increasingly converge, The Advertising Club is positioning itself as the platform that connects the dots and keeps the industry moving forward.
