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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
