MAM
Dhoni’s Diwali surprise steals hearts in Orient Electric’s festive TVC
Mumbai: Orient Electric Ltd, part of the diversified $2.8 billion CK Birla Group, has launched its new festive TVC featuring brand ambassador MS Dhoni to showcase and promote its Joylite range of festive lights. The heartwarming TVC stages the iconic cricketer revisiting his old neighborhood, evoking nostalgic memories, and spreading the light of joy and togetherness.
The TV commercial unfolds with an enchanting scene where MS Dhoni stands outside a house in the very society where he once honed his cricketing skills. An inquisitive uncle, unaware of the surprise about to unfold, seeks the reason for Dhoni’s visit. In a moment of pure humility and grace, Dhoni recounts his early days when with his powerful shots, he had unintentionally smashed their house lights on numerous occasions. Just then, another neighbour playfully interjects, asking when Dhoni plans to work his lighting magic on his home as well, to which Dhoni gestures towards the entire community, which is now illuminated with the radiance of Orient Joylite festive lights. He goes on to expresses his gratitude for the neighbourhood that shaped him into the cricketing icon and the person he is today. The TV commercial ends with Dhoni saying “Diwali ki raunak tab chhayegi, jab har ghar se roshni aayegi,” reminding everyone that the true brilliance of Diwali lies in the collective radiance of every home, making it a festival larger than life, where the light of togetherness shines brighter than ever.
The ad film has been done in seven different languages making it relevant to regional audiences.
Orient Electric Ltd chief marketing and customer experience officer Anika Agarwal said, “At Orient, we have always believed in spreading happiness, and we are delighted to present our new festive TVC featuring our longstanding brand ambassador MS Dhoni to promote made-in-India Orient Joylite festive lights. Diwali, the festival of lights, symbolizes 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 neighborhood 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. We are elated to present this heartwarming story, and we hope it resonates with everyone across the country, bringing warmth, happiness, and a genuine feeling of togetherness during this special time of the year.”
BBDO India chief creative officer Krishna Mani said, “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.”
The made-in-India Orient Joylite festive lights are designed to add a touch of radiance and a sense of celebration to any space. The lineup includes Diya curtain, Star curtain, Ball curtain, Crystal LED Toran light, Ganesh Ji and Swastik curtain, Rosary and Pixel lights, and Rope light. The company is also offering bundled Diwali gift boxes containing different combinations of Joylite festive lights through its brand store.
The TVC has gone on air on 15 October and it will be strongly flanked by active engagement through digital touchpoints.
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
