Orient Electric Limited, a part of the CK Birla Group, has launched an ad campaign featuring MS Dhoni, Kusha Kapila, and Madan Gowri, adopting a podcast-style storytelling format.
The ad presents a casual conversation where Kapila initially appears to discuss Dhoni’s fan following, only for Dhoni to reveal that the discussion is actually about Orient Electric’s BLDC fans, which offer silent performance, smart voice control, and vibrant colors.
The campaign will run across TV during IPL, digital platforms, YouTube, and Instagram, with additional placements on Uber, Zomato, Spotify, MyGate, and Inshorts. Influencer collaborations will further amplify the brand’s message.
Anika Agarwal, Chief Marketing and Customer Experience Officer at Orient Electric, said the campaign reflects the brand’s shift toward a more contemporary voice to match evolving consumer preferences. Sambit Mohanty, Creative Head at McCann Worldgroup, highlighted the authentic chemistry between Dhoni and the influencers, emphasizing that the podcast-style format aligns with modern content consumption trends.
