MAM
Orient Electric urges consumers to leave ‘chalta hai’ behind
Independence Day campaign challenges everyday compromises passed from one generation to the next
MUMBAI: “Chalta hai” has had a good run, but Orient Electric wants it shown the door. The brand has launched its Independence Day campaign, ‘Chalta Hai, Ab Nahi Chalega’, using one of India’s most familiar expressions to question the everyday compromises people often accept without a second thought.
Rather than leaning on conventional patriotic imagery, the campaign turns the spotlight on behaviour at home and how seemingly harmless compromises can become habits that quietly travel from one generation to another.
At the centre of the campaign is a film featuring a young boy who watches his father, mother and grandfather repeatedly brush off small compromises with a casual “chalta hai”. Before long, he starts using the phrase himself, forcing the family to see how its own behaviour has shaped the next generation.
The film closes with “Chalta hai, ab nahi chalega”, turning the familiar phrase on its head and framing it as a call to stop settling for lower standards and take greater ownership of everyday choices.
Anika Agarwal, company spokesperson, Orient Electric, said the campaign looks at the habits families can inadvertently pass on to children, using Independence Day to encourage consumers to raise their standards in everyday life.
The idea also feeds into Orient Electric’s product positioning around quality and innovation. The brand highlights its BLDC fans, which it says can deliver up to 50 per cent energy savings compared with induction fans.
Its Aerosilent range is positioned as operating at below 50 dB, while its LED lighting portfolio features Eye-Luv Technology, which the company says is engineered to eliminate flicker.
The campaign will run across social media, outdoor advertising and live-animation digital billboards during the Independence Day period.
With #ChaltaHaiSeAzaadi, Orient Electric is essentially asking consumers to reconsider the little compromises that become routine and, more importantly, the ones that children may learn to accept as normal.
