MS Dhoni switches on the ‘very silent, very powerful’ Aeroquiet fan in Orient Electric’s new integrated campaign

Orient Electric, part of the diversified USD 1.6 billion CK Birla Group, today launched a new TVC campaign featuring the long-standing Ambassador MS Dhoni to introduce its new Aeroquiet Ceiling Fan. The new campaign created by Contract Advertising (India) showcases the new Aeroquiet ceiling fan which promises highest ever air flow with heavenly silence.  The campaign features two ads showcasing the daily struggles of an Indian family given the noise of fans. Dhoni is seen urged by his niece in both the ads to put an end to this misery and switch to the very silent, very powerful Orient Aeroquiet fan. The creatively tailored ads emphasise on the three defining aspects of Aero Series fans which include silence, high air delivery and aesthetics.

The TV ads will be strongly flanked by print and radio advertisement and active engagement through digital touch points. Orient Electric seeks to discover a fresh and contemporary take on the need for silence in fans through extensive use of social media and popular online video platforms such as ThunderClap, Instagram and Twitter fans to create product and brand awareness.

Commenting on the campaign, , , Head Brand & Corporate Communications, Orient Electric said, “This is the fan for the millennials and for the enlightened, empowered and demanding consumers of today who seek more depth and meaning with their purchases. Orient Aero Series is a breakthrough in fans clearly addressing an important though latent need for silence. Aeroquiet is a perfect example of greatest achievement in terms of technology, creativity and design. When it comes to styling, this fan is a sheer winner with its curvaceous silhouette, first in class ABS blades and high gloss premium PU finish. It has an integrated design of top and bottom canopy with spindle cover, and a stainless steel decorative rim on the top which adds to the premiumness.

Mayur Hola, Executive Creative Director & Executive Vice President, Contract Advertising (India) Pvt. Ltd. said, “It’s often challenging to work on a brand that has a strong legacy. With series of noticeable campaigns, like the ones for PSPO, Orient has set quite a name for itself. We surely couldn’t have settled for anything less. In this case, we had to do something more. More relatable. More insightful. We’ve managed to tap every possibility in making this fan a hero product for the brand as well as this campaign.”

MS Dhoni, Brand Ambassador, Orient Electric said, “I am very proud to continue my association with Orient, a brand that enjoys over six decades of rich history. It is interesting to watch Orient Electric’s journey from being pioneers in PSPO technology for fans and levelling it up to manufacture the first of its kind Aeroquiet ceiling fan. The new campaign will certainly appeal to the next generation of consumers who are looking for smarter, aesthetically pleasing and innovative products for their homes.”

The characters of ‘Chikki’ and her ‘Chachu’ have gained popularity among the viewers through the previous brand campaigns. The young girl ‘Chikki’ who plays MS Dhoni’s niece is the protagonist who comes up with smart solutions every time to reinstate the theme ‘The next generation is smarter’. While in all the previous brand campaigns, M S Dhoni was shown outsmarted by the little girl Chikki, this campaign has particularly focused on elevating the “dialogue” process to “conversation” portraying involvement of a family.

 TVC Credits:

Brand Head: Anshuman Chakravarty

Creative Agency: Contract Advertising, Delhi

Production House – Conversation Films

Director – Kamlesh Soni

Head of Production – Azad