Orient returns to Dhoni to brighten its LED sales

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Orient Electric have launched a video campaign starring Mahendra Singh Dhoni to promote its LED lighting products. The brand has launched an integrated advertising campaign with its long-standing brand ambassador for its range of LED battens.

The campaign is an extension of Dhoni’s uncle-niece add campaigns for the brand. The TVC highlights no choke, no starter and no flickers feature of Orient LED Batten while highlighting better lighting and significant savings on power bills .

“It all started with our quest to find what’s next after LED Bulbs. The second biggest consumer lighting product even today is the conventional tube light with its choke, starter and its impending problem of flickering, which we all have faced in our lives. We realised that our communication around LED Batten ‘No Choke, No Starter and No Flicker’, could be a potential game changer,” says Orient Electric head brand and corporate communication Anshuman Chakravarty.

“This one lit a bulb straight away. The brief was crystal, we knew the exact bone of contention (a flickering tube light) that needed to be played up. And we went straight for it, MSD in tow,” says Mayur Hola, the creative director for the campaign.

The former team India captain has earlier featured in fan and electrical gadgets’ campaigns for the CK Birla group brand.

The TV ad will be strongly flanked by print and radio advertisement and active engagement through digital touch points.

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