Lodestar UM bags media mandate of Orient Electric

Part of the IPG Mediabrands, Lodestar UM won the account following a multi-agency pitch.

Electrical solutions company, Orient Electric, has appointed Lodestar UM as its media agency. The win was following a multi-agency pitch. Part of the CK Birla Group, Orient Electric product range includes fans, lighting, switch-gears and home appliances. The account will be handled from Lodestar UM’s Delhi office.

Lodestar UM is a media agency of IPG Mediabrands. According to the press note shared with us, one of the first tasks for Lodestar UM would be to drive Orient Electric’s foray into the competitive market of LED lighting and home appliances category.

Speaking on the appointment, Anshuman Chakravarty, head brand and corporate communications, Orient Electric, says in a press note, "Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies."

Hema Malik, COO, Lodestar UM Delhi, says, "Orient Electric is positioned at a crucial juncture in their growth path and the stakes are high. The success of our partnership will determine much of the future trajectory of the company. Lodestar UM with its proven planning process, coupled with deep insights and solutions led approach will strive to create a strong and differentiated go-to-market strategy."