Orient Electric, part of the USD 1.8 billion CK Birla group, has launched an integrated advertising campaign featuring MS Dhoni to promote its BEE 5-star rated LED bulbs. The company has launched India’s first 5-star LED bulb in 9-watt segment which constitutes 60% of the market. The TV ad urges people to switch to India’s first BEE 5-star rated LED bulbs for better light output and even more energy savings.
Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric Limited said, “We were the first Indian brand to receive BEE 3-star rating in 2016 for our LED bulbs and once again, we are the first to have voluntarily adopted BEE 5-star rating. The campaign tries to increase awareness about the benefits of switching to BEE 5-star rated LED bulbs which deliver 120 lumens per watt and are 30% brighter than BEE 3-star rated bulbs.
The new TV commercial urges people in a thought-provoking way to switch “Haq Se” to Orient’s highly efficient 5-star rated bulbs. M.S. Dhoni has a longstanding association with us and therefore he was our natural choice for this campaign.”
Mayur Hola, EVP and ECD, Contract Delhi said, “Orient Electric has emerged as a brand leader as well as a thought leader in the LED lighting category. In the cluttered lighting category most conversations revolve around cost savings and energy efficiency. Orient’s differentiator is that their LED bulbs are 5-star rated and brighter at a time when other brands only really meet the government’s 3-star mandate. So, we decided to deposition 3-star rated LED bulbs by labelling them ordinary. Light-hearted and clear, the messaging drives this home with a tongue in cheek song accompanying it.”
The TV ad is strongly flanked by print advertisement and active engagement through digital touch points.