MS Dhoni embarks on ‘Future of Fans’ ad campaign for Orient Electric | SportsMint Media

The former Indian cricket team captain, Mahendra Singh Dhoni takes centre stage in a captivating new television commercial (TVC) launched by Orient Electric, a home appliance company.

The advertisement features a unique twist, sending Dhoni on a time travel adventure to unveil the “Future of Fans.”

This innovative campaign goes beyond simply showcasing Orient Electric’s premium brushless direct current (BLDC) fans. It delves deeper, highlighting the evolving preferences of modern consumers. The ad cleverly emphasizes the growing demand for smart, stylish, and technologically advanced appliances.

Orient Electric positions its BLDC fans as the perfect solution for this shift in consumer desire. Packed with features like internet-of-things (IoT) controls, integrated lighting, and reverse rotation, these fans cater to the changing needs of today’s tech-savvy customers.

To ensure the campaign resonates with diverse audiences across India, the TVC has been produced in eight languages: Hindi, Marathi, Tamil, Telegu, Kannada, Malayalam, Gujarati, and Bengali. This multi-lingual approach will be further amplified through a robust marketing strategy encompassing print, digital, and out-of-home (OOH) advertising.

Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric Limited, said, “In the midst of the IPL fervour, we are thrilled to unveil our latest TVC featuring our brand ambassador MS Dhoni in an unprecedented avatar. This TVC isn’t just about showcasing our premium, energy saving BLDC fans, but it’s a narrative that encapsulates the evolving preferences of new-age consumers. Today, fans have become integral to our lifestyle and home decor, reflecting consumers’ desire for smart, stylish, and technologically advanced solutions. With features like IoT controls, integrated lighting, and reverse rotation, among others, our premium BLDC fans align with this consumer shift.

“Through our TVC, we are not just presenting a product, but showcasing a vision of the future, where Orient BLDC fans redefine the way we think about comfort, convenience, and style. With MS Dhoni’s charismatic presence and a captivating blend of futuristic elements and cricket’s timeless allure, we are sure that this TVC will resonate with audiences, sparking interest and anticipation for our current and upcoming BLDC fans.” 

Koushik Sarkar, Director of the TVC, added, “For any filmmaker, imagining the future is exciting. Having said that, crafting a narrative around the future of a national obsession like cricket, featuring a national icon like MSD, and most importantly, making an already futuristic Orient BLDC ceiling fan look distinctly different from others in its category, was quite a challenge. Additionally, bringing to life a VFX-heavy project from scratch is always a race against time. Nevertheless, with the support of our wonderful partners and a very supportive Orient team, we successfully brought this vision to life.” 

Orient Electric is a leading Indian manufacturer of electrical goods, based in New Delhi. The manufacturer has been around for nearly seven decades and is known for its fans, lighting, home appliances, and switchgear. Part of the CK Birla Group, Orient Electric is known for innovation and creating a variety of options for consumers.

MSD’s star power extends beyond this latest campaign. He has recently been featured in advertising campaigns for Cleartrip, Eurogrip Tyres, and Gulf Oil. Additionally, Dhoni has invested in and become the brand ambassador for Explosive Whey, a protein supplement brand.

The 42-year-old playing for Chennai Super Kings (CSK) will be facing off against Lucknow Super Giants (LSG) at the Bharat Ratna Shri Atal Bihari Vajpayee Ekana Cricket Stadium in Lucknow this coming Friday, April 19, at 7:30 PM IST.