Ad Campaigns
MS Dhoni shakes a leg in Orient Electric’s new TVC promoting energy-efficient BLDC fans
Mumbai: Orient Electric Ltd. part of the diversified $2.4 billion CK Birla Group, has launched a new TVC featuring brand ambassador MS Dhoni to promote its wide range of energy-efficient BLDC fans. Orient’s five star rated BLDC fans consume up to 50 per cent less energy than ordinary fans thus providing significant savings on electricity bills for consumers without compromising on air delivery.
The TVC opens with ‘Captain Cool’ MS Dhoni entering the locker room of a tired India U19 team and switching on the Orient BLDC fan with the remote. As soon as the fan is turned on, a couple of locker windows bang close hinting at the fan’s superior air throw. And then the music kicks in and we see Dhoni breaking into a dance and showing the players the signature step on “Orient BLDC Ghoomega, Toh India Jhoomega”. Watching Dhoni dance, the players also start dancing with full energy and gusto. The ad then goes on to show the entire India grooving to the upbeat jingle.
With this TV ad, Orient Electric aims to lead a new movement advocating the mass adoption of BLDC fans and getting the entire country to celebrate the benefits of making a switch to technologically advanced, energy efficient, and stylish Orient BLDC fans. The jingle ‘Orient BLDC Ghoomega, Toh India Jhoomega’ has been recreated in six different languages making it relevant to regional audiences.
Orient Electric chief marketing and customer experience officer Anika Agarwal said, “At Orient, we have been at the forefront of developing and promoting products and solutions that are good for our consumers and for the environment. Our wide range of BEE 5-star rated BLDC fans that provide up to 50 per cent saving on electricity bills without compromising on air delivery and aesthetics is a step in that direction. We have great confidence in the potential of BLDC fans as the future of the industry which has been beautifully captured in our new campaign ‘’Orient BLDC Ghoomega, Toh India Jhoomega’. It is an earnest effort from our side at encouraging the entire country to switch to and groove to the benefits of BLDC fans. And with MS Dhoni adding his unparalleled charisma and charm to the campaign with his helicopter shot styled hook step, this film is certainly a treat for the eyes. I am sure this will grab viewers’ attention and create a lot of excitement about Orient BLDC fans.”
Contract India chief creative officer Sagar Mahabaleshwarkar said, “There’s no better feeling than when you switch on a fan and that cool, calming breeze hits you in the face. And for Orient’s new campaign, we made good on this insight. The brief was clear from the beginning. In a market where every competitor is talking about the functionality of BLDC fans, how can Orient stand out? For a brand that has a rich legacy and has always been known for innovation, something simple just wouldn’t cut it. We had to establish Orient as a leader in the category. So, we decided to capture that joyous moment when you switch on a fan and marry it with a catchy, energetic jingle. Taking a page from MSD’s book, we devised an elegant dance hook and created a TVC which had MSD breaking into a dance for the first-time-ever in a commercial. In the process, we managed to capture the pulse of the country while ensuring that Orient becomes synonymous with the BLDC category.”
The TVC will be strongly flanked by print, OOH, and active engagement through digital touchpoints.
Some of the company’s bestselling BLDC fans include IoT-enabled & voice-controlled i-Float and Aeroslim, i-Falcon, Hector 500, i-Tome, Aeroquiet BLDC, and Ecotech Supreme, among others. Flaunting distinctive designs, Orient BLDC fans are long-lasting compared to induction motor fans on account of lesser wear and tear, provide superior air delivery, and operate silently and efficiently even at low voltages which is a common problem across India.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
