MAM
MS Dhoni brings attention to harmful effects of invisible LED flicker in Orient Electric’s new ad campaign
MUMBAI: Orient Electric, part of the diversified USD 2billion CK Birla Group, has unveiled an integrated marketing campaign to raise awareness about the harmful effects of invisible flicker present in LED lightsand to introduce its new range of EyeLuv LED lights with Flicker-Control Technology. Orient EyeLuv LED’s control the harmful invisible flicker present in LED lights that causes eye strain, headaches, blurred vision, fatigue and many other health complications.
The integrated brand campaign revolves around the central theme of “Flicker nahin, tohankheinsahi”. The TV ad starts with a girlstruggling to focus on studying because of eye strain while her parents stand worried to see this. At this juncture, MS Dhoni brings their attention to the invisible flicker of the LED lights in their home by pointing his smartphone camera in slow motion mode towards the light source.MS Dhoni then advisesusers to check flicker in the LED lights installed at their homesthrough the same process.
Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric Limited said, “Our focus has always been on using technology led innovation to offer products and solutions that meet the needs and expectations of newage consumers. While lighting experts and manufacturers were aware about the harmful effects of invisible flicker in LED lights but its awareness amongst consumers was low. The Flicker Control Technology in our new EyeLuv LED range controls the harmful invisible LED flicker thus making it safer and better for overall eye health. From creating awareness around the problem to finally introducing them to the solution i.e. Orient EyeLuv LEDs, we have addressed every aspect in our new TVC. We are hopeful that this campaign will act as an eye opener for the consumers and will encourage them to check the invisible flicker in the LED lights installed in their surroundings.”
Sagar Mahabaleshwar, CCO, Contract India, said, “The first thing we decided was not to see it as a typical home solution product, which is usually told through a nice life insight and an emotional benefit kind of story. We chose a serious tone because of the nature of the problem. And looked, not at the buying TG but the one on whom it would have the most impact – the child in every home, who studies long hours every night”
In addition to Hindi, the TVC will also be released in Tamil, Kannada, Malayalam, Telegu, Marathi, Bengali and Punjabi. The TV ad goes on air on 1st July 2019 and will be flanked by print, radio and digital along with lots of on-ground initiatives where people will be made aware of flicker and given proof of how Orient EyeLuv LEDsare better and safer.
Brands
Google secures AP discom licence to power $15bn Vizag AI hub
First-of-its-kind move gives tech giant grid control for massive 1GW campus
VISAKHAPATNAM: Google has secured a rare electricity distribution company licence in Andhra Pradesh, marking a decisive shift from being just a power consumer to becoming a power distributor for its upcoming mega data centre hub in Visakhapatnam.
The move effectively rewrites the rulebook for hyperscalers in India. Instead of relying on state utilities, Google will be able to procure electricity directly from generators, including its own renewable sources. This not only cuts out intermediaries but also gives the company tighter control over supply, reliability and long-term costs.
For a business where electricity can account for up to 60 per cent of operating expenses, the economics are hard to ignore. Even more critical is uptime. Data centres demand near-perfect reliability, and owning the distribution layer allows Google to manage outages and load balancing with far greater precision.
At the heart of the plan is a sprawling 1-gigawatt data centre ecosystem spread across more than 600 acres in three locations near Vizag. With an estimated investment of $15 billion over five years, the project is set to become India’s largest single foreign direct investment and Google’s biggest AI-focused facility outside the United States.
The campus is being designed with artificial intelligence workloads in mind, housing the company’s custom tensor processing units to power services such as Gemini, Search and Google Cloud. In scale, the planned capacity is comparable to powering a small city.
Google is not building alone. It has partnered with Adani Infrastructure to develop the physical campuses, while Bharti Airtel will set up an international subsea cable landing station. This connectivity backbone is expected to link the hub directly to a dozen countries, ensuring low latency for global data traffic.
Vizag’s coastal location plays a key role in that strategy. It enables direct access to subsea cables and provides the large volumes of water needed for cooling data centre operations. Equally important is policy backing from the Government of Andhra Pradesh, which fast-tracked approvals and granted the uncommon discom licence to anchor the investment.
Groundbreaking is scheduled for April 28, 2026, with phased commissioning expected to begin by July 2028.
The broader signal is clear. As AI workloads surge, hyperscalers are no longer content plugging into existing infrastructure. They are beginning to build and control it. In Vizag, Google is not just setting up a data centre, it is wiring up its own future.
