How Orient Electric broke its own shackles of the past

This case study discusses a campaign for Orient Electric, an Indian fans company, which entered the home appliances industry and updated its image with an integrated campaign featuring a cricket star.

How Orient Electric broke its own shackles of the past

Jitender Dabas and Vivas Nandhakumar

Campaign details

Brand owner: Orient ElectricLeading agency: McCann WorldgroupBudget: 1 – 3 millionCountry: IndiaIndustry: Household appliances, durablesMedia: Newspapers; Outdoor, out-of-home; Packaging and design; Radio; Television

Market background and cultural context

Orient is a name that has a strong association with fans in the minds of the Indian consumers, having been in the business for over 50 years. It competes with strong manufacturers like USHA, Havells, and Bajaj.

In late 2013 Orient decided to enter...

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