Brands
MS Dhoni fronts Orient Electric’s new push for ‘Fatt Se Garam’ heaters
NEW DELHI: Orient Electric, part of the $3 billion CK Birla Group, has revived its winter campaign “Fatt Se Garam,” tapping brand ambassador MS Dhoni for a new digital film that blends humour with a pitch for faster hot water. The campaign highlights the firm’s Whirlflow technology, which it says delivers 20 per cent more hot water output for quick winter warmth.
The brand is leaning on a mix of storytelling and product engineering to underline the performance of its latest water heaters. Alongside faster heating, the range features Duron Tech for improved corrosion resistance in hard-water conditions and a six-year tank warranty, claims the company hopes will reassure consumers that speed does not come at the cost of longevity.
The film draws on Dhoni’s famously unflappable persona. In it, he reacts to a fake video of himself appearing unusually irate on a cricket field, joking that he never loses his temper that fast. He contrasts this with the heater’s rapid performance, saying, “There is one thing that gets hot instantly,” reinforcing the campaign’s central promise.
To maximise reach, Orient Electric is targeting in-market audiences on YouTube and Instagram, while also placing contextual ads on cab-booking apps to tap into moments where waiting becomes a pain point. Print and outdoor placements round out the visibility push.
“The ‘Fatt Se Garam’ campaign is about redefining warmth for the modern home,” says Orient Electric chief marketing and customer experience officer Anika Agarwal. “For today’s consumers, time is the ultimate luxury. Our solutions remove the wait from daily routines and deliver comfort that keeps pace with their lives.”
The new portfolio of storage and instant water heaters is available across retail stores, Amazon, Flipkart and quick-commerce platforms including Blinkit.
Brands
Hocco crosses Rs 530cr revenue in two years
Sauce.vc-led Rs 100cr raise values ice cream brand at Rs 2,500cr pre-money as quick commerce hits 20 per cent of sales.
MUMBAI: Hocco has just scooped a seriously sweet milestone crossing the Rs 530 crore revenue mark in just two full years of operations. The fast-growing Indian ice cream and indulgence brand announced it has raised Rs 100 crore in fresh capital led by Sauce.vc. The round values the company at Rs 2,500 crore pre-money and underscores investor confidence in its rapid scale and distinctive India-first approach.
Founder Ankit Chona said the brand’s success stems from solving real Indian challenges extreme summer heat, fragmented cold chains and culturally rooted tastes. “In India, product development doesn’t end in the lab. It only ends when it survives the street,” he noted. This philosophy has produced viral hits such as Aamchi mango ice cream, BIX cake-sponge sandwiches, the Oh cone and culturally relevant collaborations like Haldiram’s Barfi and festive Modak specials.
Hocco currently operates manufacturing facilities in Ahmedabad and Panipat with a production capacity of approximately 3 lakh litres per day, running near full capacity in peak season. The fresh capital will help expand this to around 4.5 lakh litres per day.
Quick commerce has emerged as a major growth engine, now contributing ~20 per cent of overall business and growing nearly 2x year-on-year. The channel has boosted product discovery, increased consumption frequency and helped extend ice cream beyond its traditional seasonal limits.
Sauce.vc founder Manu Chandra said, “At Sauce, we believe that when you chance upon an outlier business, you double down with stronger conviction. We see Hocco as just that.”
With a strong innovation pipeline, deeper distribution and continued focus on cultural relevance, Hocco is entering its third year aiming to capture even more mind space and market share. In a category long dominated by legacy players, this young brand is proving that the coolest way to win is to build for India’s realities, one scoop, one street and one satisfied craving at a time.
