Future Fanfare: MS Dhoni Stars in Orient's BLDC Fan Campaign

Orient Electric Limited, a prominent member of the CK Birla Group, has just launched a captivating TV commercial campaign to showcase its top-tier BLDC fans. This advertisement stars none other than MS Dhoni, the brand ambassador, in a strikingly fresh role, taking viewers on a thrilling journey into the 'Future of Fans'.

Picture a futuristic cityscape as the setting: a packed cricket stadium, but with a twist – it's robots playing! The bowler's arm gleams with anticipation as the game heats up, while the batsman effortlessly smacks the ball. The ball zooms towards the stands where a futuristic version of MS Dhoni, sporting a cool older look, effortlessly catches it. Holding the ball, Dhoni reflects, "Pata nahin cricket ka future kaisa hoga," seamlessly transitioning us to the present day, where Dhoni relaxes in his living room. It's here he remarks, "Par fans ka future…pata hai," pointing towards the sleek Orient Aeroslim BLDC fan above.

Anika Agarwal, Chief Marketing and Customer Experience Officer at Orient Electric Limited, expressed her excitement, saying, “Amidst the IPL craze, we're thrilled to unveil our latest TVC featuring our esteemed brand ambassador MS Dhoni in a unique role. This TVC isn't just about showcasing our premium, energy-efficient BLDC fans; it's a narrative that captures the changing preferences of today's consumers. Fans have become an integral part of our lifestyle and home decor, reflecting the desire for smart, stylish, and technologically advanced solutions. Our premium BLDC fans, with features like IoT controls, integrated lighting, and reverse rotation, resonate with this shift. Through our TVC, we're not just presenting a product but painting a vision of the future, where Orient BLDC fans redefine comfort, convenience, and style. With MS Dhoni's charismatic presence and a captivating fusion of futuristic elements and cricket's timeless charm, we're confident this TVC will resonate with audiences, sparking interest and anticipation for our current and upcoming BLDC fans.”

Koushik Sarkar, the Director of the TVC, added, “Imagining the future is exhilarating for any filmmaker. Crafting a narrative around the future of a national obsession like cricket, featuring an icon like MSD, and making an already futuristic Orient BLDC ceiling fan stand out from the rest was quite a challenge. Bringing to life a VFX-heavy project from scratch is always a race against time. Nonetheless, with the support of our fantastic partners and a very cooperative Orient team, we successfully brought this vision to fruition.”

The TVC, available in eight languages to connect with diverse audiences, will be bolstered by print, digital, and out-of-home advertising.