Dhoni teases "fans" in Orient Electric's latest campaign

The brand released teaser ads for its Aeroslim fan.

MS Dhoni is having a dream run on and off the pitch. The 37-year-old wicket-keeper/batsman enthralled fans not just by clinching the recently concluded India-Australia ODI Series but also winning the 'Match of the Series' title. The former 'Captain Cool' of the India cricket team also continues to entertain audiences with his antics and this time it's for Orient Electric's latest marketing campaign launched to promote the brand's newest offering - the Aeroslim fan.

Orient Electric, part of the USD 1.8 billion CK Birla group, recently introduced India's first smart ceiling fan - Aeroslim. IoT-enabled, it can be controlled through the Orient smartphone app. The fan can be regulated using voice commands via Alexa or Google Assistant. The brand also claims that it is India's first inverter fan which ensures 40 per cent energy savings compared to ordinary fans. It features a unique, slim, cylindrical look, aerodynamic blades, telescopic adjustable mounting, an integrated under-light, and PU paint with a hydrographic finish.

The Aeroslim fan will be available in three colours - champagne, marble white and pure white. Orient Electric has also tied up with Amazon.in to sell the product.

The latest integrated advertising campaign features Orient Electric's brand ambassador, Dhoni and it follows the theme of turning your world upside down. Conceptualised and created by Contract Delhi, the campaign has been produced by Oink Films while Shirsha Guha Thakura has directed the film.

Teaser 1: It's not a fantasy, it's a fan

Teaser 2: A fan unlike any other

Teaser 3: A fan that isn't a fantasy

Currently, three teaser ads have been released on digital and social platforms while TVCs will follow from the second week of February. After that, the campaign will be carried out on conventional mediums/channels - print, radio etc.

Anshuman Chakravarty

"Three years ago, Orient Electric launched its Aero series. Since then, the brand has taken a 40 per cent share in the premium fan segment," informs Anshuman Chakravarty, head of marketing and communication, Orient Electric.

He adds, "Last fiscal, once again we tried to understand what the next big leap could be and research indicated that in the Indian market, people are looking for smart electric devices. On the one hand, the cost of the technology was coming down and at a mass level, the aspirational Indian can afford the technology. Energy conservation was also a point of concern for a lot of consumers. Hence, we came up with the idea of developing a product that keeps in mind the consumer's demand for minimalistic design."

Nowadays the ceiling height in most homes varies between 8 ft and 12 ft. So, the brand developed a telescopic mounted design for height adjustment according to different ceilings, including false ceilings. The brand is targeting the 25-35 age group who are aspiring consumers and who want to upgrade their lifestyle.

Orient Electric made a conscious effort to make the fan look absolutely unique, even from the marketing angle. To seek the attention of its core TG, the brand chose to develop various forms of content to create curiosity around the product. The idea was simple - since the Aeroslim fan is an extremely feature-rich product, it needs a lot of amplification to reach the right audience.

Well planned strategy

Currently, the ceiling fan holds 70 per cent (approx) of the total fan market. The electric fan industry has been growing at 4-5 per cent in the recent past. The slow growth rate of the real estate sector has affected the retail sales of fans. Hence, the growth rate of the overall industry has been sluggish. Also, with the introduction of GST, the size of the unorganised sector has been shrinking.

ALSO READ: Again, we hear the words 'doctor-engineer' in a commercial

In such a scenario, although being one of the oldest manufactures of fans in India and also the largest exporters, with a robust presence in domestic as well as international markets, the brand preponed the campaign and released the teaser ads on digital. The reason: in terms of seasonality, southern India picks up first and it's already getting warmer in those Indian states. "With respect to sales, the season starts typically by the end of February or early March; so, unless we pre-planned we wouldn't have done justice to the campaign," says Chakravarty.

But most importantly, technological upgradation is occurring in the industry as a whole. Electric lighting, as a category, was the first to adopt this change. Recently, SYSKA launched a range of app-enabled LED lights. With the advent of smartphones and mobile technology, Orient Electric felt it the right time to cash in on the opportunity and deliver smart products to the aspiring Indians who want to upgrade their lifestyles.

But is it 'fanning' out smartly?

Tamanna Virmani

According to Tamanna Virmani, AVP and senior creative director - ADK Fortune, the teasers could have been better as the offering is pretty interesting. The message is subtle and doesn't excite or invoke intrigue.

Virmani adds, "The teasers can leave you confused as the line says 'it's a fan'. I don't know how many of us will get up at night and talk to the fan to control its speed."