Orient Electric, a CK Birla Group company, has unveiled a fresh Orient Electric Ad featuring cricket legend Mahendra Singh Dhoni and digital creator Kusha Kapila. Designed in a podcast-style format, the campaign aims to captivate a younger, digitally savvy audience.
Concept & Execution
The ad showcases a lively conversation between Kusha Kapila and MS Dhoni. Kusha kicks off the discussion with the word “fans,” leading viewers to believe she’s talking about Dhoni’s massive fanbase. However, Dhoni quickly clears up the confusion—this chat is actually about Orient Electric’s BLDC fans, which stand out for their silent operation, smart voice control, and vibrant design options.
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Brand Perspective
Anika Agarwal, Chief Marketing and Customer Experience Officer at Orient Electric, highlights the brand’s evolution. She explains, “For decades, Orient Electric has been a trusted name in fans for Indian households. As our product range expands to include premium aesthetics, smart features, and cutting-edge technology, our brand voice is also adapting. This campaign embraces that change—using a real, conversational storytelling format that resonates with young India. By featuring MS Dhoni alongside digital-first creators like Kusha Kapila and Madan Gowri, the campaign adds an element of surprise and engagement.”
Creative Approach
Sambit Mohanty, Creative Head for North and South at McCann Worldgroup, shares his take on the campaign’s uniqueness. “Rather than a conventional ad, we’ve crafted a refreshing, podcast-style conversation where MS Dhoni and Kusha Kapila share lighthearted banter, just like old friends. This natural chemistry between a cricket icon and digital influencers makes for engaging content that people genuinely enjoy. The humor and spontaneity not only keep audiences hooked but also seamlessly highlight Orient’s innovative fan technology. By defying expectations of a standard celebrity endorsement, this campaign is bound to make viewers stop, watch, and listen.”
Media & Amplification
The campaign is set to air during the IPL on regional TV feeds and digital platforms, with high-frequency placements on YouTube and Instagram. Additional visibility will be driven through promotions on Uber, Zomato, Spotify, MyGate, and Inshorts. Influencer collaborations will further amplify its reach.
Credits
- Creative Agency: McCann Worldgroup
- Director: Sizil Srivastava
- Production House: Lifafa Studios
Conclusion
The Orient Electric Ad successfully blends humor, nostalgia, and innovation to engage modern audiences through a podcast-style format featuring MS Dhoni and Kusha Kapila. By cleverly playing on the word “fans,” the campaign not only entertains but also highlights the advanced features of Orient’s BLDC fans. With its fresh approach, authentic conversations, and seamless influencer collaborations, the campaign effectively breaks the mold of traditional advertising. Backed by a strategic media push across IPL broadcasts, digital platforms, and influencer-led promotions, this campaign is poised to capture attention and reinforce Orient Electric’s legacy in Indian households.
