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.
